Raise a social debate about deodorants usage habits. Increase Romanian deodorant market by getting every woman to use deodorants every day.

Campaign began with a teasing statement “We do it 5 times less than English women!” The reveal “Don’t let your body odor brand you” was presented in a media event, where JOJO – a famous Romanian actress & singer designated as the campaign’s spokes person, launched the “2 weeks deodorant-less” experiment

Rexona sales grew in share 1.5 times more than estimated. Campaign was key media topic for more than a month. Print audience over 2 million people. Online audience over 9 million people, not only from Romania. We won a Bronze Effie 2009.