Yes, it’s Martha F#$%ing Stewart!
How do you launch a product no one knows how to use? You call in the queen of how to.
Martha Stewart - the undisputed queen of “how to” - embraced her cheeky, sexy side in our tongue-in-cheek campaign that launched Rexona’s new Whole Body Deodorant in Australia.
As Senior Copywriter, pitching the idea directly to Martha herself, writing the line - “Yes, Australia, you can use it down under…” and watching her actually say it? It was a career highlight I’ll never forget.
The campaign kicked off with a provocative teaser that set the internet abuzz, before unveiling the full film - where Martha delivered her wittiest step-by-step yet: a sultry “how to” on applying deodorant everywhere.
But we didn’t stop there. We recruited a squad of Aussie how-to-influencers to spread Martha’s expertise to Gen Z audiences and help break the stigma of body odour.
THE RESULTS
Over 260 million earned impressions and 11.9 million combined reach, with global media coverage to match.
