| Story | Who has never experienced that uncomfortable situation of finding someone who forgot to use deodorant? With people slowly returning to their social activities and getting back together after a long period of isolation, situations like this have become even more frequent. Last week, a post by Jojo Todynho – a Brazilian phenomenon of funk, social media and reality shows – on Instagram, where she has almost 20 million followers, went viral when she complained about “friends who love to hug but forget about deodorant”. Inspired by her testimonial, Rexona, the brand that won’t let you down, developed the “DisperseOdor” – an alarm clock that promises to remind people to use deodorant in a way that is impossible to miss. With seven alarm phrases recorded in the artist's voice, the device was designed in the format of the famous brand logo and only stops playing when the Rexona’s can is removed from the base, making it unmissable. It is also a Bluetooth enabled speaker, reinforcing the brand's purpose of encouraging people to move with confidence, whether through dancing or sports. Part of the brand's real-time content strategy, the idea – developed in partnership with U-Studio Brazil, Unilever’s in-house agency managed by Oliver Latin America – was born to respond to dozens of spontaneous comments that asked for the help of Rexona, an expert on the subject and market leader. “In current times, it is necessary to be present and aware of what happens on social channels, but, more than that, knowing the right time to interact. As the leading brand in the segment, Rexona has a duty to be part of the conversations that involve our category – thus, we will be able to reverberate our messages and reinforce that Rexona really won’t let you down at any time, whether on a daily basis, moving or reacting in a creative and unusual way to a meme, for example.” comments Paula Paiva, Digital Manager for Rexona. In addition to activating digital influencers with the novelty, consumers were able to compete for the exclusive DisperseOdor in a sweepstakes on the brand's Twitter, where the owners of the 5 most iconic stories about forgetting deodorant were awarded with the device. |