All over deodorant is a whole new category enthusing brands with profit-making dreams. Unilever’s Rexona (Degree in the US) has given Thinkerbell the job of introducing the concept – and Rexona Whole Body Deodorant – in Australia. And Thinkerbell has given the undisputed queen of how-to, Martha Stewart, the job of making that work.
Stewart stars in an unexpected How-To film, where she trades flower arrangements for full-body freshness, bringing her decades of how-to authority (and her recent penchant for advertising humour) to a product that requires a bit of demonstrating.
Cat Williams, head creative tinker at Thinkerbell, commented, “Who better to show Aussies the ropes than the queen of lifestyle instruction herself, Martha F#%#!&g Stewart. This work is a fun twist on the classic how-to, with Martha taking Rexona to places it’s never gone before, literally.”
Phillippa Netolicky, general manager at Thinkerbell, added, “This work marks the beginning of a brilliant emerging partnership with Unilever. We’re bringing measured magic to many of their brands, as we work with them to transform their marketing activity.
Martha Stewart stated, “In a place like Australia, where the sun is always shining and life moves fast, staying fresh from morning to night can be quite the challenge. As the queen of how-tos, I loved the idea of showing Australians how to stay fresh with Rexona’s Whole Body Deodorant.”
Jack Collins, brand manager at Unilever, stated, “Martha Stewart and Rexona are not two names you think go together, but that is exactly what makes them the perfect pair. The juxtaposition of their brand identities is what gives this asset the friction it needs to get people talking about whole body deodorant. A collab for the decades.”
The campaign was kicked off by teasing the How-To film with seemingly leaked footage of Martha Stewart on set with a mystery man, sparking speculation across news media and social. The record was set straight via a follow-up post on Martha’s own channels, confirming it was not a cheeky home video, but a cheeky How-To. From there, the campaign expanded across owned, earned, and influencer channels. A curated crew of How-To creators – from beauty and DIY to lifestyle – each reinterpreted the How to Apply Whole Body Deo routine in their own unique style.
Anna Tracey, personal care director at Unilever, added, “With Rexona Whole Body Deodorant, we’re redefining what freshness means for Australians, because odour doesn’t stop at your underarms, and neither should your deodorant. As a true category-first innovation, it called for a launch partner who could turn heads and start conversations. And who better to bring freshness Down Under, than Martha Stewart with her signature class and cheeky charm.”
Credits
Creative & Earned: Thinkerbell
Client: Unilever [Rexona]
Media: Mindshare
Production: Rabbit
Post Production: The Editors
Sound: Electric Sheep Music
Stills: Pool Collective
