Rexona, well, let's admit it - something is cooking there and cooking correctly. Yes, you can look at the details of the operation orchestrated by Pimo here. Am I in love with using "influencers" no, but they did a fully integrated campaign across the board, in Lebanon, Iraq and Libya. And those mini lockers were totally cute to be honest. All this of course on the backdrop of the FIFA World Cup. Sure, Rexona was one of the sponsors and I love, love, that the brand executed a viral "pit-vertising" marketing campaign by placing its logo directly under the armpits of match officials' jerseys across all 104 matches. Because duh, this is where there is sweat and you'd see that when officials raised their arms to announce the time left and what not. Still, to give credit where credit is due, the campaign was tightly managed on all fronts and doing in in 3 countries is no mean feat as it required very strategic and local coordination. The line "squirt, play, and bust some moves" is directly aimed at the target audience.
