Rexona Adventure

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Derrick Lin


The new design made by Adrian Pierini for the leader company in masculine antiperspirants offers consumers the adventure to go further away.

Have you ever wished to have a waterproof watch? What for? Did you fancy using it in deep waters? Of course not. Nevertheless, to have that watch would allow you to live that fantasy.
Rexona Adventure reflects in a clear way the men desire of over-demand as a reaffirmation of his male condition, and it reaches, through its shapes, typography and colors, to a magnificent interpretation of that aspirational world.
The imaginary created by the whole proposal (campaign and packaging), offers consumers the possibility of moving with their minds to new horizons and of living an unexpected and unique adventure, going away from daily routine.

Rexona Adventure has a direct and forceful graph. That is a consequence of the joint actions of several factors, whose characteristics could be stated in this way:

1.Experimental evocation
2.Iconicity / Symbolism
3.Reaffirmation of the election through the experience

    1- The experimental evocation consists of the image the consumer has in mind when he decodes a message. Rexona Adventure has this excellent requirement, because it has managed to have a coherent and unified communicational strategy.

    2- The iconicity, that is, the group of essential visual resources which allows the consumers to have an instant mental link with the imaginary the brand looks for, is as simple as it is efficient. The basic chromatic palette based in orange and black, in direct connection with the traditional outdoor implements or the rescue and emergency equipment; typography without ornaments and distributed in an organized and rational way; and complementary resources as the tic synthesis and boxes with the information, they all manage to create a product absolutely coherent with the original strategy and its immediate understanding by the consumers. (as far as consumers are concerned)

    3- The term “reaffirmation of the experience” is understood as the proof of veracity in the strategy, that is, that consumer must believe in the offer, prove it and accept it. Rexona Adventure turns out to be consistent, as the brand discourse was real in terms of efficacy, and it managed to satisfy consumers’ desires, not only at a functional level, but also at the emotional one.

    Rexona Adventure is a different product not only because of its fragrance or its antiperspirant action, but because it explores an atypical field for the category and manages to transmit consumers the brand commitment for understanding their needs and satisfying them. This group of values guarantees that Rexona new variety will not only be a commercial success, but it will also assure a highly lasting validity.