Unilever’s Rexona has partnered with iconic lifestyle expert Martha Stewart to launch its new Whole Body Deodorant in Australia. This innovative product is designed for use beyond the underarms, offering a fresh solution for staying clean and refreshed all over the body.
In collaboration with the creative agency Thinkerbell, the campaign features a playful and unexpected “How-To” video with Martha Stewart, where she showcases how to apply the Whole Body Deodorant. Known for her expertise in lifestyle tips, Stewart brings her signature authority and a cheeky sense of humor to this fun and informative campaign.
The campaign kicked off with a teaser video that included seemingly leaked footage of Stewart on set with a mystery man, sparking curiosity and media buzz. This led to widespread speculation across social media before the full campaign was revealed. The video, featuring Stewart in a humorous and lighthearted “how-to” guide, has since been extended across various channels, including influencer platforms, where creators from different sectors like beauty, DIY, and lifestyle have shared their own takes on applying the Whole Body Deodorant.
Rexona’s Whole Body Deodorant is a first-of-its-kind product designed to keep the entire body fresh, not just the underarms. As Australia’s hot weather can make staying fresh a challenge, this product offers an all-around solution for everyday freshness.
Unilever’s Personal Care Director, Anna Tracey, emphasized that the launch aims to redefine freshness. “Odour doesn’t stop at your underarms, and neither should your deodorant,” she said. “We wanted to partner with someone who could bring attention to this innovative product, and who better than Martha Stewart with her class and charm.”
The campaign was not just about product promotion but also about creating a buzz around this new category of deodorants. Jack Collins, Brand Manager at Unilever, explained, “Martha and Rexona are an unexpected combination, but that’s exactly what makes them so perfect together. Their brand identities create the right amount of friction to spark conversations about whole body deodorants.”
Cat Williams, Head Creative at Thinkerbell, added, “This is a fun twist on the classic how-to. Martha has taken Rexona to new heights with her playful and cheeky approach, making it an entertaining experience for everyone.”
The campaign is a bold, creative step forward in introducing a new category in the personal care industry, leveraging Stewart’s authority and fun-loving persona to engage the Australian audience.
Credits
Creative and earned: Thinkerbell
Client: Unilever
Media: Mindshare
Production: Rabbit
Post Production: The Editors
Sound: Electric Sheep Music
Stills: Pool Collective
