Roni’s debut video featured three attractive, carefree friends that our target audience identified with preparing for a night out. The video was themed in the brand’s own colours (pink and purple) and the product was woven into the story – one girl dropped her Rexona Girl while running for the train and had to run back for it, for example. Teenagers watched all of Roni’s new video with rapt attention - including the seamless product references.

- 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