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May 18, 2006
Rexona Sport Fan and the World Cup

In Brazil, Rexona has launched a mini-site as part of a new campaign for Rexona Sport Fan. Of course the content is World Cup related: a video showing a Brazilian football fan at the stadium, a Sport Fan manifesto and an Atari style advergame and the possibility to support the Brazilian team by sending a short message.


The mini-site is not groundbreaking, it's advertainment, there is a Flash 8 video, but I would have expected something more integrated with the TV campaign (see below). It's the same old story, the site is nice to see once, but it doesn't give you many reasons to come back or, even worse, to spread the word about it. Considering the craziness in online marketing of Axe (Rexona's competitor) they could have tried to create something "wilder".

The TV spot (by VegaOlmosPonce), currently running in South America, features Ronaldinho desperately trying to fetch a tube of Rexona.

Comments on this entry

Note that Axe is not a competitor to Rexona.
They are both owned by Unilever so they try and keep them seperate in brand personality etc.

Posted by: Steve at May 18, 2006 08:51 AM


Who is the other player in between Riquelme and Puyol?

Posted by: Carlos at June 27, 2006 02:55 PM


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