Unilever is rolling out a campaign to launch a new Rexona men’s deodorant on the back of its sponsorship of the 2007 V8 Supercar Championship.
The Rexona Men Power campaign, which is the combined work of Interpublic agencies Lowe Hunt, Universal McCann and Octagon Sports Marketing, will include TVC, live to air, print, outdoor, in-store promotion and experiential marketing executions.
Its tag line “more power than you need” plays on Rexona Men Power’s support of the racing series.
Rexona Men has also secured a partnership with Channel 7 and its coverage of the event to further promote the brand.
Lowe Hunt’s group account director Saul Betmead said the V8 theme was a good fit for the brand and built on its strong sporting heritage.
“As part of the coverage, the brand will be running a race on the Bathurst 1000 track where V8 spectators and fans will race purpose-built, powered-up shopping trolleys along Pit Straight in a televised event,” Betmead said.
Lowe Hunt’s Chris Hunter was the campaign’s integrated creative director while Octagon Sports Marketing’s Luisa Byrnes was the senior event manager.
The Rexona Men Power deodorant and campaign will be launched in Australia and New Zealand this month.
Credits: agency Lowe Hunt, integrated creative director Chris Hunter, account services Saul Betmead, David Graville and Aleksandra Pwelek, print producer Sarah Hadfield, senior producer Lisa Cordukes, activation agency Octagon Sports Marketing, senior event manager Luisa Byrnes, original TVC Vegaolmosponce.
