Testing the Devotion of All Black Fans

During a Rugby World Cup already crowded with official sponsors and brands, Rexona needed to find a way to stand out amongst the crowd on a small budget, and to reinforce its brand promise of confidence. What better way to demonstrate the power of confidence than showing the unique and highly personal pre-match rituals of the mighty All Blacks that give each of them the confidence to play to their limits.

The result? A campaign that genuinely stood out amongst the heavy clutter around global sporting events. In fact, it became the most recalled campaign of any All Blacks sponsor during RWC 2011. And in turn, this drove outstanding commercial results with market share and sales figures the highest Rexona have ever experienced.