White stays white, Black stays black
Rexona Communication Campaign
2015
In order to compete with Nivea Black & White product, Rexona launched its new Rexona Invisible Black + White anti-stains segment product. The local campaign slogan said: White stays white, black stays black.
An integrated marketing campaign was developed. In addition to the global image TVC, a local demo TVC was created by the agency and adapted in other countries of our region such as Kazakhstan, Uzbekistan, and Tajikistan. Campaign was intensively supported by in-store, digital (local Rexona Facebook page), TV product placements and OOH.
As a result, the launch revealed so successful that 3 months’ products stock was sold out after 3 weeks since the campaign start!