The Rexona team in Italy sought an engaging and interactive demo tool to showcase the efficacy of their antiperspirant deodorant. The tool needed to be on-shelf and easy-to-use, ensuring that consumers could test the product’s sweat-blocking abilities either in-store or at home. This initiative aimed to educate consumers about the advantages of Rexona’s formulation, while creating a memorable experience that reinforced brand trust and product superiority.
USP’s Contribution
USP Solutions developed a Sweat Protection Test Card, featuring two test stripes designed to visibly demonstrate how Rexona’s antiperspirant prevents sweat. The tool utilized advanced technology based on aluminium salts, a key ingredient in Rexona’s product, to provide tangible proof of its effectiveness.
How It Worked
- Dual-Strip Sweat Test:
- Consumers applied a small amount of Rexona antiperspirant to one test strip and left the other untreated.
- The test strip exposed to the product remained dry, while the untreated strip visibly absorbed moisture, proving Rexona’s sweat-stopping efficacy.
- Consumer Engagement:
- Designed to be easy and fun, the test allowed consumers to directly experience the product’s benefits.
- It provided a hands-on way to compare Rexona with other products or no product at all.
- Educational Messaging:
- The tool included information on how aluminium salts in Rexona’s formula actively block sweat, highlighting the science behind its effectiveness.
- Multi-Channel Application:
- Available both in-store (POS) and for use at home, the tool supported versatile consumer interactions across Rexona’s activation channels.
Impact
The Sweat Protection Test Card was a standout feature in Rexona’s activation campaign in Italy, driving consumer engagement and confidence in the product. By combining education and interactivity, the tool successfully boosted product awareness and sales, solidifying Rexona’s reputation as a leader in antiperspirant solutions.
