Unilever wanted a fresh brand identity for Rexona (known as Sure in the UK and Ireland) that would connect with fans through a universal shared passion–football–and celebrate their love of the game. The new limited-edition range, designed by PB Creative, works across aerosol, compressed spray, stick, and roll-on. It had to reinforce Rexona’s efficacy as a personal care brand and support its ‘move more, live more’ ethos.
With a pack structure that works globally, England, Spain, Germany, Russia, Poland, Egypt, Saudi Arabia, Colombia, Ecuador, Mexico, Argentina and Brazil have all made the line-up. The brand refresh also ties in with Rexona’s stay-fresher-for-longer ‘Motionsense System’ messaging.
“We wanted to honour the passion that our consumers have for football with a celebratory take on the original Rexona line-up," say Unilever Global Brand Manager Alejandro Fiecconi. "PB Creative hit the back of the net!”