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Unilever helps women be perfect in black with Rexona Women Crystal
Rexona Women agencies start BTL relaunch campaign for the Unilever deodorant coordinated by Scholz & Friends Brand Affairs / Cooperation with Berlin top fashion label Kaviar Gauche
Scholz & Friends Brand Affairs
12/17/2009, Hamburg - For the relaunch of the “Crystal” deodorant by Rexona Women, Unilever has initiated a below-the-line campaign that went online with its first promotion in December: at http://www.rexonawomen.de, fashion and beauty enthusiasts can apply to have their dream of a custom-made black designer dress fulfilled by the Berlin top fashion label Kaviar Gauche. Unilever is using the 360-degree campaign to showcase the new Rexona Women Crystal, the deodorant that prevents white deodorant streaks on black clothes, with the platform “Schwarze Mode” (“Fashion in Black”) as a take on the “black dress” theme from classic advertising.

The heart of the BTL campaign for Crystal is the dress-design promotion on the website http://www.rexonawomen.de. It lets women become haute-couture  designers: using a style configurator on the website, they can assemble their own black evening gown using patterns and specifications of the fashion label Kaviar Gauche. Afterwards, they can upload the finished designs to an online gallery to be rated. The application phase of the promotion ends on 31 December 2009; in early January, a jury headed by Kaviar Gauche will decide which entrant will win the black dress of her dreams – custom-made for her by the Berlin designer duo.

All elements of the campaign for the new Rexona Women Crystal are based on an integrated 360-degree concept. The web-based dress-design promotion is just the kick-off for various below-the-line measures including PR, online promotion and product sampling, which will be implemented by the end of March in support of the classic above-the-line campaign. The large-scale BTL campaign is the result of a cooperation between a number of agencies.

Scholz & Friends Brand Affairs has been the below-the-line lead agency since 2007 and was responsible for the cooperation with Kaviar Gauche. The agency meemoo – media in motion – is in charge of the entire web presence and designed the website to have the look and feel of “Crystal” as an eye-catching magazine on black styles. Stein Promotions is responsible for product sampling, guerrilla marketing and ambient media. Lowe Deutschland is responsible for above-the-line promotion, Frankfurt-based MindShare is the media agency and WDB - Werbedienst Berlin GmbH is responsible for the brand presence at the point of sale.

The Unilever brand Rexona is the world's largest deodorant brand and is the market leader in 29 countries worldwide. In Germany, it has had a reputation for top effectiveness and new ideas for the deodorant market for years.


Client: Unilever
Brand Manager: Gunnar Fischer
Brand Assistants: Fabienne Maurer, Anna-Christina Mohr,

Agency: Scholz & Friends Brand Affairs
Managing Director: Henk Knaupe
PR Director: Grit Arndt
Consulting: Nina Cornelius, Magdalena Ifland

Press contact
Markus Mayr
tel +49-40/3 76 81-115
mobile +49-151-16 16 51 52
fax +49-40/3 76 81-320
pr@s-f.com
http://www.s-f.com
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