(01)
BACKGROUND
Rexona has a long history of supporting athletes and aiding their optimal performance. But when it comes to E-sports athletes, tense matches have a different effect on their bodies – sweaty palms holding the controller.
(02)
APPROACH & IDEA
Together with pro gamers, we developed a solution to this problem.
The Rexona Advanced Protector is a custom-built controller case with cooling gel pockets
Inspired by the Rexona Advanced Protection formula, it helps bring palm temperatures down, reduces sweating and provides a better grip for the player.
We celebrated Rexona’s UEFA EURO 2024 partnership with the launch of the Advanced Protector in a series of Twitch streams. inspired by the Rexona Advanced Protection formula. It helps bring palm temperatures down, reduces sweating and provides a better grip for the player.
E-sports athletes tested the case in tense EAFC24 matches and awarded viewers with their own Advanced Protector.
We celebrated Rexona’s UEFA EURO 2024 partnership with the launch of the Advanced Protector in a series of Twitch streams. inspired by the Rexona Advanced Protection formula. It helps bring palm temperatures down, reduces sweating and provides a better grip for the player.
E-sports athletes tested the case in tense EAFC24 matches and awarded viewers with their own Advanced Protector.
(03)
EFFECT
Through the streamers’ channels and media outlets, we achieved astonishing results over a single weekend
1M
impressions
500K
video plays
€52K
of earned media exposure
Recognition
Gold – 2024 Ad Black Sea Festival, Brand Experience
"The Rexona Advanced Protector is, quite literally, a game-changer. We wanted to address a common issue faced by gamers – sweaty hands – and provide a solution that allows for better performance and comfort."
Mariela Ivanova
Brand Manager, Rexona
