Echo design limited edition variant for Rexona

By Clem Cartwright

Echo designs new Williams Racing variant for Rexona, the world's best selling deodorant. 

As the number one global top performance brand, Rexona (known as Sure in UK and Ireland) has partnered with the Williams Racing F1 team. As part of this opportunity, Rexona wanted to launch a special edition "Williams Racing" variant. As well as being a captivating sport for millions of passionate consumers worldwide, Formula One exudes performance in the same way that Rexona performs to keep you fresh with every move. 

To celebrate this partnership, Echo were given the opportunity to design a limited edition "Williams Racing" Rexona variant for the European market. The challenge was to to capture the thrill of the F1 arena, while keeping the design consistent with the existing Motion Sense range. The design champions the iconic status of both Williams Racing and Rexona, championing the duality of passion and performance. 

See our design brought to life in the new TV ad here.

Recommended For You

Opinion, Insight & Innovation
Brand experiences article

The surfeit of advertising media means it is no longer possible for big brands to dominate channels. Instead, everyone must strive to build consumer advocacy by crafting unique, relevant and engaging product experiences that consumers will want to talk about.  

Sophie Strang
Opinion, Inspiration

Brands today need to show transparency and purpose. This month we take inspiration from a business doing just that. Change Please is a new coffee brand tackling homelessness on London's streets. 

Kirsty Cole

Patriotism is a very un-British phenomenon. According to stereotype, we’re a self-effacing, pessimistic bunch and we very rarely fly Union Jacks outside our houses. But in the aftermath of the Jubilee, London 2012 Olympics, and our first Wimbledon win in many moons, I think it’s fair to say that we are all feeling a little more pride than usual.

Sophie Strang

ECHO's insight breakfast will explore the technology enhanced shopping trip, solutions for a packaging-free world, devices becoming the brand interface and more...

Nick Dormon