Introduction

to
• History
• Key Facts
• Rexona in Pakistan
• Rexona as a brand
• Brand association
• Make or break moments
• Brand ambassador
• Brand positioning
• Brand activation
• Pricing
• Conclusion
History

Rexona was originally

created in Australia in
1908 by a pharmacist
and his wife. Since then
it has led the field by
providing consumers
with cutting-edge
technology that’s been
proven to deliver
outstanding results.
 Key facts

•World's largest deodorant in

sales and market shares

•Number 1 position across more

than half the world

•Proprietary body-responsive
technology

•The only brand tailored to the

individual needs of men and
women
 International Products

Freshness
Sports Rexona for women
Skin Friendly

Low Income
Consumer Affordable

Rexona teens
Rexona for Men
 Rexona In Pakistan

Launched in 2005,
Rexona has pioneered the
category in Pakistan and is
rapidly growing the market. 

•First mover advantage

•Market penetration of 1%
 Rexona As a Brand:

Rexona deodorant
defines itself as a 24-
hour anti-perspirant
deodorant with special
emphasis on:

• No Wetness
• No Odour
 Brand Vision

Rexona has the first mover advantage since

no other product has been officially
launched in Pakistan as yet.
Thus its main focus at this point in time is to
develop awareness so that it can expand its
target market.
Thus, its brand vision is:

To increase market penetration from

3% in 2009 to 5% by end of 2010
 Current Products

Rexona – Cool White Rexona – Ice Cool

Rexona – Oxygen
Rexona - Silk
 Brand Essence

Absolute dependability - so that u

can live freely with no fear of sweat
 Brand Picture

Brand Picture consists of :

•Brand Image

•Brand Contract

•Customer Based Model

 Brand Image

Brand image consists of:

•Brand Persona

•Brand Associations
 Brand Persona
Energetic
Cool

Friendly

Confident
 Brand Associations
The Brand Associations of Rexona are:
•Sports •Fate
•Youth •Challenges & Opportunities
•White, Black & Blue •Confidence
Colors
•Wasim Akram
& most Importantly:

Make or Break Moments

 Make or Break Moments
There are Make or Break Moments in almost every aspect of our life
– When the outcome is uncertain but the implications are
profound

Make or Break Moments allow Rexona to leverage those times

where a need for confidence and absolute dependability is
everything

Heart pounding and adrenaline pumping instances that elicit

anticipation and anxiety in the mind of protagonist and observer
alike.
 Make or Break Moments
The link between Make or Break Moments and Won’t Let You Down
is implicit.

It isolates the pivotal points where ‘Won’t Let You Down’ comes to
life
– The critical moment where physical and emotional tension
culminate

Whilst the category is relatively low interest to consumers, Rexona

is all about high drama.
Over time such a space will position Rexona as the only brand to
use when it really matters.
– Clear potential for the brand to become synonymous with
Make or Break Moments - A Rexona Moment
 Make or Break Moments aren’t...

classes the show dating the show

Make or Break Moments are...

the exam the big question meeting the the performance

parents
 Make or Break Moments aren’t...

the tournament the fight the race the match

Make or Break Moments are...

the tie break the decision the pit stop penalty kick
 Make or Break Moments aren’t...

Christmas cooking for

shopping cutting hair looking for a friends
job
Make or Break Moments are...

will she like it? the reveal the interview the first spoon
 Brand Value Pyramid

•“My confidence remains

Values intact”

•Best protection against

Benefits wetness and odor

•24 hour Anti-perspirant

Features & Attributes •Roll on deodorant
 Brand Ambassador
Rexona, in keeping with its essence has made
Wasim Akram as its Brand Ambassador in
Pakistan. The reasons are simple:

•Sportsmen sweat the most, and when it

comes to sport in Pakistan, there’s only one
which grabs the attention of the masses –
Cricket.

Thus, Wasim Akram was chosen to reflect Rexona’s

Brand persona, ie:

•Confident
•Friendly
•Energetic
•Cool
Brand Contract

24 hour protection and

kicks in extra protection
when you need it most
 Brand Positioning

Three basic components

of positioning:

• Target Market

• Competition

• USP
 Target Market
•16-29 year olds
Primary: Teens
Secondary: Young Adults

•Not gender specific

•Targeted at lower middle to upper middle classes.

 USP

24 hour Anti-Perspirant
VIDEO
 Positioning

There are three ways to position your brand:

•Functional Positioning - Positioning based on product features

and attributes. Eg: Nesvita

•Image Positioning - Positioning based on emotional attributes

& distinctive imagery rather than identification trademarks,
functional attributes. Eg: Warid Telecom

•Competitive Positioning - Competitive positioning looks

at how companies position themselves against each other in
the marketplace. Eg: Safeguard And Lifebuoy
 Rexona’s Positioning

When it was initially launched in 2005, Rexona based its

positioning on the functional attributes, that is,
•24-hour anti perspirant.
This was done mainly to generate awareness of the use
and benefits of deodorants
The tagline used was:
“Aap ka Aetimaad, Aap ke saath!”
 Rexona’s Positioning

Earlier this year, in 2010, Rexona changed its

positioning from Functional to Image positioning,
signaling a change in there brand strategy after having
failed to make an impact on its target audience

A new campaign was then launched,

the “Hand Of Fate” Campaign.
 Hand of Fate

Zooming in on the insecurities that plague

the youth, Rexona was advertised earlier
this year, showing the hand of fate helping
a woman meet her Mr. Right with sweat-
stained armpits.

The campaign was a global one with

the tagline,
“it will never let you down”
 Brand Activation

Brand Activation, for most people is a glorified name for

BTL Activities, but it has transcended the boundaries to
redefine BTL as:

“Beyond the Line”

Brand Activation is a new breed marketing approach that

offers consumer engagement of the highest potential
and it exceeds all lines (above and below) when
developed as a marketing campaign.
 Brand Activation

Traditional advertising is one-dimensional whereby a

brand tries to impose its message on the consumer.

Brand Activation, on the other hand, does not pester; it

invites and engages.

An activation program is based on three pillars:

•Invitation
•Experience
•Amplification
 Brand Activation
Invitation:
The consumer is thrown a ‘brand’ challenge to come and
participate. It is the first step that really engages the consumer.

Experience:
The consumer is immersed into a brand bubble that brings the
brand ideology out in a larger than life manner. The consumer has
the experience of a lifetime.

Amplification:
The entire campaign at all stages is promoted, pre/during/after.
This helps widen the impact and reaches those consumers
who did not participate or experience the brand in real time.
 Brand Activation

The Rexona Brand Activation Campaign

 Date with Fate

In order to create a more localized impact, as well as more one-on-

one interaction with its target audience, Rexona began its brand
activation campaign called “Date with Fate”.
The campaign involved Wasim Akram going to various colleges
across Karachi, Lahore and Islamabad – and choosing a Mr.
and Miss Right from each college, after they went through a
series of mental and physical challenges.
 Date with Fate

The objectives of the campaign were two-fold:

•To increase Brand Equity of Rexona in the youth

segment of Pakistan

•To boost sales.

 Pricing

Rexona as part of its global policy, does not engage in

Premium Pricing, mainly due to the fact that its primary
targeted market is the youth.

A Rexona roll-on Deodorant in Pakistan is sold for only

Rs. 75

Whereas, other imported deodorants currently being

sold in the market cost in the range of
Rs. 110 to Rs. 150
 Brand Based Communication
Rexona, being a Unilever Brand, has focused on its
communication strategies employing a 360 degree
approach to target its consumers.

Following are some of the mediums used by Rexona as

part of its Brand Based Communication strategy:

•Print Ads
•TVCs
•Billboards
•Date with Fate Campaign
•Radio
Competing for the award of Miss Right
A billboard in Karachi
At the Entrance to a store
 What Al-Ries would like about Rexona…

As a newly launched brand, Rexona complies well with

the following laws of branding:

•Law of Publicity – Date with Fate + free 70,000 samples + other

BTL activities
•Law of Advertising – TVCs, Print Ads, Radio Ads, Outdoor
Advertising
•Law of the Word - Confidence
•Law of Borders – Rexona is an International product
•Law of Singularity – 24 hour protection
CLASS WALI VIDEO
Spare those around YOU!!!
Use a Deodrant everyday!

Thank You!!