In July 2017, an Anitta at the beginning of her career made a Twitter post asking for the sponsorship of some deodorant brand: “I wanted to be a girl propaganda from a deodorant to be able to offer from time to time for a guys without unkind look 🤔”.
The humorous post was the trigger for Rexona to look for the singer and start a partnership that turns five in 2025.
At this year’s Carnival, collaboration is renewed with sponsorship to Anitta’s block, which performs in Salvador and Rio de Janeiro. In addition, the singer leads the campaign “Marathon Rexona”, with activations aimed at the revelers.
The collaboration between Anitta and Rexona also extended to Anitta’s Testing Tour, held for the fourth consecutive year in the pre-Carnival phase.
Data from JC Decaux point out that Rexona was among the five most remembered brands in the 2024 street carnivals, being the only one in the hygiene and beauty sector in the top 10 spontaneous memory.
According to Unilever Deodorant Marketing Director Viviane Ramos, the singer’s presence strengthens brand strategies at a crucial period, as February and March represent about 17% of annual deodorant sales, as studied by Nielsen.
Continues after advertising
“There are five seasons of a genuine relationship with Anitta, which is a great differential for Rexona, especially during Carnival,” says Viviane.
Anitta also celebrates the partnership, highlighting the identification with the brand and the joint work in the creation of campaigns.
“I always used Rexona products long before it was famous. This identification helped us think together in messages and communication with the public. Our work has always been four hands, and this makes a difference when creating spontaneous content and reaching the audience, ”says the singer.
