Keeping people moving
Some projects are more of a marathon than a sprint. Our work for Rexona deodorant (you may also know it as Sure, Degree or Shield) fell into that category. With the launch of their new website came the development of a distinctive tone of voice for the brand – and then the task of filling the site with engaging functional copy and motivational editorial content.
Producing over 300 deodorant product descriptions, along with landing pages and sweat-related articles, was not an undertaking that could be completed overnight. We published content globally, writing every single product page for 17 different countries, which required a well-oiled machine of writers, editors and content managers. And with the sheer volume of products, yet often just minute differences in the USP, retaining freshness and originality in the editorial story added further complexity – from the very first page to the last.
Having honed an inspiring and rhythmic tone of voice – one that motivates people to get moving, rather than guilt-tripping them for not – a mixture of teamwork, humour, spreadsheets and briefs-upon-briefs pushed us closer to the finishing line over a period of more than a year. Our work brought Rexona’s vision of being an active brand to life, with each piece of content tailored specifically to the country it was required for, and treated as uniquely as the last. It’s now one that energises consumers across the globe to move more.