A brand’s success is based not only on product quality, but also on its ability to connect with emotions that truly resonate with customers. Rexona, a leader in personal care and innovation in the fight against perspiration, leveraged its partnership with UEFA EURO 2024™ to show how science can be combined with a passion for sports.
After more than 30 years of research and development, Unilever has introduced its most effective antiperspirant yet. Rexona’s new patented technology surpasses commonly used active ingredients such as Aluminum Chlorohydrate (ACH) and Aluminum Sesquichlorohydrate (ASCH). Clinical tests, including the prestigious Hot Room Test, have confirmed its maximum effectiveness. The result is a scientifically backed product that offers long-lasting protection in a variety of options for both men and women.
The campaign aimed to engage personal care consumers who are passionate about football and motivate them to purchase Rexona products. At the same time, it was intended to strengthen the perception of Unilever Personal Care brands as the official partner of UEFA EURO 2024™. The key message was: “Win tickets to UEFA EURO 2024™ by purchasing Rexona antiperspirant and registering for the competition.”
Partnership with UEFA EURO 2024™
As an official partner of the championship, Rexona decided to combine its technology with the emotions of millions of fans. Consumers could enter a competition to win exclusive merchandise and tickets to matches, allowing the brand to combine the functional benefits of the product with a unique football experience.
In the Czech Republic, a digital campaign called “Gladiator Rexona” was distributed via the PRADO platform. The key element was 12-second video spots targeted primarily at sports and soccer apps. The target group was men aged 18-49, an active audience that is not only interested in football but also seeks reliable personal care products.
Campaign results
By combining scientific innovation with the emotions of soccer, Rexona managed to reach its target audience at a time when they were most tuned in to sporting events. PRADO ensured a high level of reach among the relevant audience, strengthening brand awareness and directly motivating purchases.
The Rexona Gladiator campaign is an example of how combining an innovative product, prestigious partnerships, and a targeted digital strategy can effectively connect the world of science with passion and deliver measurable results for the brand.
