Rexona has launched its partnership with the FIFA World Cup 2026 with an omnichannel campaign activation designed to fuel fan anticipation and place the brand at the centre of the pre-game conversation, spanning broadcast, digital, social and outdoor.
At the heart of the campaign is the ‘Intensity Radar’, developed in partnership with WPP Media’s Mindshare and SBS.
The Intensity Radar uses a series of predictive inputs across player form, match tension, technical quality, fan energy and more of those sweat inducing moment to determine a match’s likely intensity, creating an intuitive, but data-backed, framework to drive daily content and conversation.
This core idea extends into ‘Rexona Unmissable Match’, a daily editorial partnership across SBS coverage, highlighting the must-watch fixture, ensuring the brand remains embedded in how fans prioritise their viewing throughout the tournament.
The Unmissable match also aims to help Aussie fans navigate an expanded World Cup schedule and early morning viewing window by spotlighting the games most worth tuning into, positioning Rexona as the brand that “fuels the fanticipation”.
On SBS, the Intensity Radar will appear as a 30–60 second pre-match segment across all studio-hosted games, using commentary and analysis to build anticipation ahead of kick-off.
Post-match, the Unmissable Match segment will preview upcoming fixtures using augmented reality graphics and expert commentary, extending the narrative from one game to the next and sustaining engagement across the tournament cycle.
The campaign scales into social, using daily Intensity Radar content, hype posts and short-form video to reach fans in real time. On Rexona-owned channels, this is amplified through motion content, creator integrations and reactive formats tied to match outcomes and cultural moments.
It extends across connected TV, on-demand and out-of-home, with contextual executions like daily match countdowns designed to fit into fans’ routines. The approach ensures Rexona shows up not just during games, but in the key moments leading into them, fuelling the anticipation.
Rexona marketing manager Silke Broers said: “We’ve designed the Rexona FIFA campaign to show up where pressure peaks. By connecting the intensity of World Cup moments with everyday life, we’re reinforcing Rexona’s core promise that it won’t ever let you down in the moments that matter most. By using data and fan sentiment to identify the most intense matches, we’re making sure Rexona is part of the anticipation, not just the occasion – reinforcing that whatever happens, Rexona won’t let you down.”
Meanwhile, Mindshare group connections planning director, Elizabeth Gulliver said: “The power of this campaign is in how the media works as a connected system. We’ve taken a single idea and built it to run seamlessly across broadcast, social, BVOD and outdoor, so Rexona shows up consistently in the moments that shape viewing behaviour.”
“From pre-match analysis on SBS, to daily social content and real-time amplification, every channel is designed to build anticipation and guide fans to the action – not just reflect it.”
The campaign will run across Australia and New Zealand from April through to the end of the FIFA World Cup in July.
Credits:
Mindshare
Sophie Liu – Group Strategy Director
Sam Turley – Invention Lead
Remika Sakchiraphong – Implementation & Activation Manager
Yang Sun – Implementation & Activation Associate Director
WPP Production
Lilli Lo Russo – Content Strategy Director
Emily Doran – Influencer Specialist
Liam Samat – Social Content Account Director
Danielle Teo – Community Specialist
Harrison Pullinger – Content & Social Lead
WPP Sports & Entertainment
Helen Alexander – Director, Partnerships
Brodie Watson – Managing Partne
