Clemenger BBDO Sydney

Client: Rexona
Product: Rexona
Title: Pitvertising
Media: Non-traditional
Country: Australia
Date Of Campaign: 10 December 2020

Background: Pitvertising was designed to draw a parallel between Rexona Clinical’s ability to keep you cool under pressure and the umpire’s ability to keep their cool in high-pressure moments. Because Rexona is stronger than normal deodorant brands in the category, talking to active people like sports fans is the perfect place to communicate our message, however the category is oversaturated with marketing messages and it can be hard to feature as a brand without being a main sponsor of a big sporting event.Traditional sponsorships for the BBL can normally top the hundreds of thousands. But, when we told Cricket Australia our idea, they didn’t even know how to cost it, which lead to an insanely discounted deal generating a return on investment that’s unheard of in this category for a low investment.

Idea: The BBL 2020-21 series will go down as the ‘Year of the Pit’ where Rexona owned the summer after unveiling a new form of advertising sponsorship – ‘Pitvertising’. The stunt saw the Rexona logo with its iconic tick featured on the underarms of cricket umpires’ uniforms during the season in an industry-first sponsorship deal with Cricket Australia.The creative was designed to draw a parallel between Rexona’s ability to keep you cool under pressure and the umpire’s ability to keep their cool in high-pressure moments. Unlike a standard sponsorship placement, ‘Pitvertising’ is hidden for the majority of the game, and only revealed during dramatic moments of the game, making its impact even stronger.