To create the campaign that will tackle the sensitive problem of the unpleasant smell of women’s sweat

Integrated non-standard campaign (press, ambient, Internet) addressing the difficult problem with the distance and humour. Main channel of the communication was the internet site – www.howtosayittoher.pl, where you could find the ways how to address the issue of unpleasant smell of sweat in a delicate and funny way. Other activities were designed to generate on-line traffic

209 386 visits on www.howtosayittoher.pl site (first three months of campaign). Shares increased from 15,8% to 18,4% (AC Nielsen, June 2010), what gave Rexona a leadership position