A cut above the usual radio tie-ups/announcements, we launched the Rejoice Song via popular radio, united consumers with a brand-specific catchy tune — called “Rejoice follows your every move”. The song was especially composed for the brand, and lyrics gave voice to its benefits. An accompanying dance was choreographed and the video showed compelling visuals of the complete routine.

Rejoice Philippines achieved record sales - the brand’s highest in six years with +1.88% volume after 3 months. The plan generated highest top-of-mind brand awareness at +41% surpassing market leader Sunsilk. The CD became a record-breaking gold hit, and the dance craze became a huge pop culture phenomenon.