Rexona has launched a campaign in the
Philippines with BBDO Singapore for Rexona Men’s Natural Fresh range called
Rexona Cola starring celebrity actor, Robi Domingo.
BBDO Singapore was tasked with the campaign to encourage teenage males and buyers of competitor brands in the Philippines to start using Rexona Men, by demonstrating the superior innovation and crafting top-of-mind awareness for both the brand and product.
The campaign video features Filipino
celebrity actor Robi Domingo.
The TV commercial follows him on his way
to a shoot. But his taxi gets stuck in the intense and hot Manila traffic, so
to make sure he isn’t late, Robi makes the decision to get out of the taxi and
run through the city to make sure he arrives on time. He knows the deodorant will
keep him protected, ensuring he arrives on set fresh and ready to film.
The messaging for the campaign is honest
and resonates with targeted young male customers who are increasingly looking
for more natural hygiene products to address their concerns around using
harmful chemicals on their bodies but still being able to purchase products
with strong protection against sweat and odour.
The Rexona Cola campaign for the
new Rexona Men Natural Fresh range addresses both of these concerns by
demonstrating how the product harnesses the power of nature to give the user
Malcolm Wee, Associate Creative Director
of BBDO Singapore commented, “Working on this project during a global pandemic has
nudged us to adopt an approach to production in different creative and
resourceful ways. As much as it was challenging, it was exciting to be a part
of a team that was able to coordinate and craft such a ‘fresh’ spot.”
The launched TV commercial is the first
video for the campaign starring Robi Domingo and will be followed by future
editions later on in the year.
You can see the 15-second video:
Glen Tan, Global Brand Manager of Rexona, commented, “The entire
process with BBDO was creative, fun and highly collaborative. The team did not
allow the challenging conditions to affect output quality, which is indicative
of all the hard work put in.”
On working with Rexona and during the pandemic, Nick
Morrell, Managing Director of BBDO Singapore shared, “I’m delighted to see our first
work for Rexona go live and very proud of the team for achieving such a
production in these challenging times.”