The awkwardly smelly conversation, outsourced to WhatsApp.
Redcomm built Rexona's Secret Reminder: message the brand, and it tells your friend anonymously. +19M organic impressions; 15% organic engagement vs a 3% benchmark.
- +19Morganic impressions across all platforms
- 15%organic engagement, against a 3% benchmark
- +60 bpsmarket share in the overall deodorant category
The situation
9 in 10 Indonesians feel uncomfortable telling someone close that they have body odour.
What we did
Redcomm built Secret Reminder on WhatsApp. A user messages Rexona, and Rexona reminds their friend anonymously, with tips on body odour and a free product.
The result
Rexona gained 60 bps of share in the overall deodorant category, reinforcing its place as Indonesia's #1 deodorant brand. The campaign won Bronze at Citra Pariwara 2025.