Jun 18, 2004

Unilever triples budget in Rexona deo relaunch

Unilever has relaunched its Rexona brand with a 'witty' image, new formulation and packaging, aimed at doubling the brand's market share to 14 per cent by year end.

The brand will be revamped with 'aquaball' packaging as it fights to regain its leadership position by 2006. Rexona lost significant share to Beiersdorf's Nivea over the last two years, but has now recruited TV host, actress and model Nadia Nimitvanich for its latest campaign, which breaks this month. Nadia will also participate in an interactive 'No sweat' challenge, touring universities and department stores, and daring young women to test the product's effectiveness. Rexona...

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