A social insight that became a new product.

After 3 years in the market, shares of Rexona Now United were slowly declining. The old deodorant can was generic and didn't represent the brand's purpose of movement, genderless character, and pop appeal - so that was a chance for us to purpose something unprecedented.

We started the process with a thorough social listening research and a survey with fans. What did they want? What would they like to see? How do they connect with the group via product? The results gave us a clear picture of brand loyalty, a desire to renewal, and most importantly: their idols upfront on the packaging.

Our strategy was to turn this new special edition into a collectable bunch, upgrading purchase desire and relatability with the product in the Point of Sales. Now everyone would know that our product is for all genders, it's destined for teens, and our main purpose was DANCING. 

To make it even more special, we came up with a novelty in the market: a QR Code that led to a special page with exclusive dancing content with the group, updated as we needed it to, creating a sense of urgency on social media. Fans would never know when we dropped something new, creating anticipation and a higher engagement on our Twitter, Instagram and TikTok profiles waiting for us to announce new dynamics, photoshoots, dance videos, interviews and more, available only through product.

For this project, I was honored to be the Creative Lead while @ Fbiz alongside Pierre Francisco, pitching the original idea and executing multiple creative sides, from packaging to copywriting, social strategy and content management. This is the project I'm the proudest of, not only because it was fun to do but also due to results: Rexona Now United's share had a new breath of life and fans were very pleased with it, creating a tighter bond between brand, group and audience.