Unilever's Rexona has tapped onto South Korean girl group (G)I-DLE in its newest campaign, unveiling a landmark collaboration. The campaign, dubbed #GLOWFORIT, introduces the brands new Vitamin Bright deodorant range, and aims to signify and reaffirm the brand’s commitment to promote confidence and movement on top of underarm brightening and freshness. The collaboration also follows the appointment of the girl group as Rexona's brand ambassadors.
K-pop girl group (G)I-DLE is known to challenge boundaries and limits in the K-pop music industry. Seen as an icon of confidence, the group echoes Rexona’s ‘not done yet’ spirit.
“Our partnership represents more than just a collaboration; it’s a synergy of values – of pushing limits and striving for more,” said Victor Hugo Jr, Rexona global brand director and market development lead for deodorants Asia. “As (G)I-DLE breaks barriers in music, Rexona does the same in personal care, ensuring everyone feels fresh, confident, and unstoppable."
The collaboration is projected to reflect the groups confidence, along with the brands dedication to empower its audience. Hugo adds that the brand’s decision to partner with the artists is a strategic move to resonate more deeply with its consumers, enhancing its appeal as a dynamic, contemporary brand.
According to the brand, this collaboration is a significant step in Rexona's branding strategy, targeting the vibrant youth culture and leveraging (G)I-DLE's strong fan base in the region. There will also be ongoing brand collaborations and marketing campaigns featuring the girl band in Thailand, Indonesia, the Philippines and Malaysia.
The brand also plans to leverage on its #Glowforit Movement to steer its brand narrative, banking on it as a central platform for its brightening deodorant range. For this, the brand has also partnered with Wunderman Thompson Singapore to showcase (G)I-DLE in a dynamic TV commercial.
Choreographed to the rhythm of one of (G)I-DLE’s popular tracks, Queencard, the track embodies the shared ethos of Rexona and the band, a call to "go again and again" with non-stop confidence.
“Keeping Rexona’s purpose to inspire through movement, we tapped into the power of K-Pop. Nothing moves Asia more than K-Pop,” said Hinoti Joshi, global managing partner for Wunderman Thompson.
The advertisement highlights the product in action, portraying its powerful formulation and superior benefits. The commercial will see amplification on digital platforms like YouTube, TikTok and Instagram, across Southeast Asian markets, tapping onto (G)I-DLE's extensive digital footprint to drive engagement.
Girl groups have been a hot favourite for brands, with many being chosen to front campaigns in recent weeks. eCommerce platform Shopee Malaysia has recently tapped onto Malaysian girl group Dolla for Shopee's 11.11 Big Sale shopping festival.
The collaboration took over traffic in Kuala Lumpur with a 3D billboard runway fashion show, located in front of KLCC Twin Towers. According to Shopee, the girl group was chosen in hopes to drive engagement among younger Malaysians, taping on the group’s talkability and popularity.
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