The brand positioning of Rexona Finland was given a strategic overhaul in order to put the market leader on a sophisticated and relevant new footing. First of all, a brand key and a key visual were developed to convey the Rexona ‘freshness for peace of mind’ message in optimum fashion. The packaging design was completely revamped on this basis, with the packaging architecture made more striking with a view to achieving clear and decisive recognisability – both on shelves and across the entire range. A Formula 1 special edition was launched in partnership with Lotus F1 – and became an absolute bestseller in Finland in 2014. In summer 2014, alvonsbranding designed a further special edition – Rexona Cherry Burst – to cater to Rexona’s female target group.