The winning consistency of Rexona
Rexona® No Sweat Challenge put Malaysia in the spotlight again with its recent Special Mention Award on Consistency at the ASIA AMET Global Activation Award 2005. The campaign is part of Rexona®’s efforts to inculcate confidence amongst its young target group of women and men. The success of the campaign was seen as the brand grew 34% and 44% respectively in 2002 and 2003, and gained awareness amongst the youth.
A fresh outlook on life
Rexona® does not only centre on the physical aspect of the human body, but the mental aspect as well. Rexona® stresses not only on the importance of preventing physical body odour, but equally important, the mental energy and confidence in which people acquire – especially with the younger generation.
Reaching out to youths in more ways
With the trend of reality shows gaining popularity, Rexona® decided to translate the No Sweat Challenge into a reality program in 2004. Hence came the birth of the Rexona No Sweat Mega Movie Challenge 2004 and Rexona No Sweat Dance Challenge 2005. As a testament to the success of these efforts to reach out to young people, Rexona has clinched the Malaysia Brand Equity Award 2005’s top spot and was named the winner of the Fire Brand Award, the ultimate recognition within the industry.
