Bangkok--15 Feb--Aziam Burson-Marsteller
Rexona, the world’s best-selling anti-perspirant deodorant, is reinforcing its brand mission of being the best solution to serve the needs of consumers in offering underarm protection and suppressing body odor with an innovative “trysumer” marketing program featuring Katreeya English as presenter.
The campaign will encourage female first jobbers and students to try Rexona Dry Stick to experience a new format of deodorant for women under a “supreme dryness & confidence” theme.
In 2006, Thailand’s 2.4 billion baht deodorant market segment achieved record 10% growth. As an alternative choice for an anti-perspirant deodorant, Rexona Dry Stick has received tremendous acceptance from women in this growing market. A recent Habit and Attitude consumer survey showed that half of respondents who have body odor problems used deodorant, with their two main needs for deodorant being providing confidence and protection from body odor.
According to Piyanut Panpiemras, Market Development Director for Personal Wash, Deodorant & Oral Care, Unilever Thai Trading Co., Ltd., more than 200,000 tests of underarm problems are conducted annually to ensure that Rexona Dry Stick effectively prevents odor and gives confidence to women worldwide. This has made Rexona the world’s best selling deodorant and Thailand’s best selling stick.
“This year, we are implementing an innovative ‘trysumer’ marketing activation that challenges female first jobbers and students to try new Rexona Dry Stick to build their confidence in the product and start using it. We have engaged Katreeya English, who uses Rexona Dry Stick, as our presenter to share her experience and encourage women to take the trail challenge under the ‘dryness & confidence’ theme,” said Piyanut.
Rexona Dry Stick is a new format of anti-perspirant deodorant that offers women superb protection against body odor. Its unique benefits include: i) Effective in reducing two types of perspiration — physical and emotional perspiration — with 35% more efficacy than roll-on (according to the Regional Technology Center); ii) Suppresses body odor with 24-hour protection; iii) Dries immediately when applied; and iv) Not sticky. Rexona Dry Stick is available in four scents including Oxygen, Classic, Free Spirit and Pro-balance in two sizes, 10 grams and 20 grams.
Katreeya English, Rexona presenter, said: “I tried Rexona right after being contacted and found out that it is very effective as I’m a core user in this category. I perspire a lot during dance practice and when I exercise, and even more so when I’m performing on stage during concerts. When I use Rexona Dry Stick, no matter how much I perspire, it keeps my underarms dry and odor-free with an immediate dry-in experience. It keeps me feeling fresh 24-hours a day.”
Kat added, “I really appreciate Rexona Dry Stick and don’t use roll-on deodorant any more. I saw Rexona Dry Stick everywhere when I went abroad and now recognize that it’s the world’s best selling anti-perspirant deodorant. That’s why I know it’s the right choice, as millions of women around the world trust Rexona Dry Stick. If women want to enjoy supreme protection against body odor, I challenge them to try it.”
Rexona will conduct comprehensive marketing activities throughout the year, starting with a new Rexona commercial airing 16 February that features Kat reassuring women about the premium efficacy of Rexona Dry Stick. The commercial will be augmented by outdoor media such as posters and billboards, POS media, special promotions at modern trade facilities and nationwide distribution of product samples.
“We trust that our new marketing activation program featuring Khun Kat will help shape women’s understanding that Rexona Dry Stick is the ideal anti-perspirant deodorant,” concluded Piyanut.
About Unilever
The Unilever Thai Group of Companies is a fast-moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers a wide range of leading brands in four categories. Home Care products - Breeze, Omo and Surf detergents, Comfort Fabric softener, Sunlight dishwashing liquid, Vim floor cleaning products. Personal Care Skin Care and Cleansing - SunSilk, Clinic Clear hair care products; Axe, Rexona deodorant, Close-Up toothpaste and Dove. - Pond’s, Vaseline, Citra skin care products and Lux. Ice Refreshment and Foods include Wall’s Ice Cream, Knorr, Lipton and Bestfoods, and Unilever Network
For more information, please contact:
Woranuch Techatanachuen or Duangnead Chevavichavankul
Aziam Burson-Marsteller
Tel. 0 2252 9871
Email: [email protected]
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