In 13 episodes of 26 minutes each, we told the stories of real football fans who were obsessed with their teams, including those who have their ashes scattered at their team’s grounds and even name their children after their team!

Content focussed on a new theme in each episode to illustrate fan behaviour. The series was entitled: ‘Sure/Rexona Fans United’ to ensure maximum brand exposure and recognition and introduce football fans to Rexona in sport.

- Achieved 4.3% market share in first month; 10% after two months (taking share mainly from competitor Herbina)- Girl deodorant weighted distribution went from 70% to 85%- Media value of airings on TV channels outweighed production costs by 400%- The single hit number 1 on iTunes Finland