Rexona aims to deepen relationship with consumers in fitness push with Adam Goodes

Deodorant brand Rexona is aiming to deepen its relationship with customers by encouraging them to haul themselves off the couch and set fitness goals in a campaign created by The Works.

The Unilever-owned product has teamed up with Sydney Swans star Adam Goodes and the Australian Institute of Sport (AIS) to launch I Will Do, a branded content initiative designed to motivate people who want to improve their fitness.

A web portal has been created that will enable consumers to share their goal and receive content that relates to what they want to achieve including nutritional, psychological and performance advice, all endorsed by the AIS.

Jon McCarthy, Unilever marketing director deodorants and male grooming, told Mumbrella, Rexona wanted to design a campaign which has “brought to life” its brand values of “performance and achievement”.

“Rexona has had a long association with elite athletes but we wanted something more democratic and could help all Australians,”  said McCarthy. “Many people lose motivation, but once they have publicly stated their goal, and it is in the public domain, they are far more likely to achieve that goal.

Goodes will act as a “mentor” and provide his own advice, as will fellow brand ambassadors Molly Taylor, a rally car driver, and Caroline Buchanan, a BMX World Cup champion.

The Works drew up the campaign after Galaxy research claimed that four out of five people who set a fitness plan don’t see it through.

“The aim is to create a deep emotional connection with consumers. To use marketing jargon, we want to create love for the brand,” he said.

The motivational content will be created by The Works in collaboration with the AIS and sent to consumers who sign up to a fitness program. Approximately 300 pieces of content have been produced, with more expected to follow, while a forum has also been created for users to share stories and advice.

McCarthy said there was no set time frame for the campaign which would continue to develop.

“This is an ambitious and complex project and one that will grow and evolve over time. Lots of brands play in the sporting space, it’s very competitive, so we wanted to create something unique and innovative. The Works has done a great job realising the ambition and bringing this service to life,” he added.

McCarthy said the success of the campaign will be measured on the number of people who sign up and their level of engagement and contribution, which in turn will lead to increased sales.

The Works creative partner Paul Swann said the Rexona brand has been integrated into the campaign in a “subtle and relevant” way. It was not designed as an overt way to plug product and increase sales but to align itself with a longer term initiative to help Australians improve their fitness.

“The platform aims to build on-going relationships with customers in a product category often driven by price promotion,” he said.

It is not the first time Rexona has embarked on a branded content strategy having created three series of Australia’s Greatest Athlete which began 2009.

Steve Jones


Agency – The Works
Creative Partner – Paul Swann
Creative Lead / Copywriter – Nathan Bilton
Art Director – Leighton Edridge
Creative Project Leader – Leigh Bigelow
Creative Project Leader – Jo Liddell
Creative Project Manager – Lucy Bullock
Creative Project Manager – Zoe Bradley
Digital Strategy Director – Damien Hughes
Digital Strategy Director – Cate Mathers
Social Strategist – Vanessa Hartley
Executive Digital Producer – Gert Leppers
Content Producer – Tristan Drummond
Content Editor – Dominic Cadden
Digital Producer – Brian Nicholson

Client – Rexona Unilever
Marketing Director Deodorants & Male Grooming – Jon McCarthy
Marketing Manager Rexona ANZ – Michael Coden
Marketing Manager – Anshika Grover
Senior Assistant Brand Manager Rexona ANZ – Imogen Harper

Media Agency – Mindshare
PR – Liquid Ideas
Production Company – Photoplay Production Company – Storyhead
Photographer – Kenny Smith



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