Rexona Reimagines Iconic Tagline to be More Confident Than Ever

Rexona’s new creative agency, LOLA MullenLowe, debuts its first campaign for the brand, breathing new life into Rexona’s legendary promise by adding one word that says it all: 'Rexona won’t EVER let you down,' a subtle nod to the brand’s unbeatable performance and heritage.

The films show that today’s world gives us many reasons to sweat every single day beyond sports, from being stuck in traffic to facing a tough job interview or even handling curveballs at work. With authenticity and a touch of humour, the campaign portrays moments that women everywhere can relate to and marks a new chapter for the world’s leading antiperspirant, that goes beyond traditional performance-driven work.

“Rexona is an iconic brand with a positioning built on top efficacy and performance, captured by the distinctive line ‘it won’t let you down.’ We wanted to return to these roots and show that whatever life throws at you, with Rexona, sweat and odour will never be one of your worries” says Ben Curtis, global brand vice president for Rexona.

With this relaunch, Rexona not only reclaims its iconic line but gives it new meaning, one that celebrates the unstoppable confidence that comes from knowing your deodorant won’t ever, ever, ever, ever, ever let you down.

"We’re not reinventing the brand, we’re reminding the world why Rexona never let us down in the first place, and saying it louder than ever" says Tomás Ostiglia, ECD at LOLA MullenLowe.