Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Unilever antiperspirant concept takes aim at soccer fans

Rexona (or Sure) antiperspirant sports a new look that taps into the passion that the brand’s core consumers all over the world have for soccer.

Rexona (or Sure) antiperspirant sports a new look that taps into the passion that the brand’s core consumers all over the world have for soccer.
Rexona (or Sure) antiperspirant sports a new look that taps into the passion that the brand’s core consumers all over the world have for soccer.

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 β€˜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 β€˜Motionsense System’ messaging.

β€œWe 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!”

Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
Take me there
Conveying Innovations Report
2024 PACK EXPO Innovations Reports
Exclusive access: Packaging World editor-curated reports revealing PACK EXPO's most groundbreaking technologies across food, healthcare, and machinery sectors. Each report features truly innovative solutions selected from hundreds of exhibitors by our expert team. Transform your operations with just one click.
Access Now
2024 PACK EXPO Innovations Reports