June 2022
International Organisation of Aluminium Aerosol Container Manufacturers
Rexona Now United

Packaging Solution Conveying Attitude to Life and Values of a Generation

Rexona is the leading brand in deodorants in the Brazilian market and is the official dance partner of Now United, an international pop group formed by 18 members of different countries. Its main values are unity, diversity and dance. Through a survey, the brand learned that fans wanted to see photos of the members of Now United on the can. Thus, the challenge began, both in design and printing, with the goal of fitting all the main members in print on a can and make the public’s greatest desire possible. The challenge provided a significant level of hands-on work to ensure the faces were of the highest quality, with the approval of the group and all technical feasibility, all maintaining Rexona brand positioning. Such richness of details, with the faces and the bodies of the members, overlaid with colours and graphics, represented a great technical challenge requiring capturing all the nuances of expressions using 8-colour dry-offset technology. The deodorant can’s design includes a QR Code that connects consumers with a new exclusive dance content hub. It is a new media platform that allows for the intrinsic connection between brand, product and content. The aluminium aerosol can has been launched in an advanced alloy, which provides a lightweight packaging solution, less consumption of aluminium and implies an all sustainable impact to the overall supply chain.

Rexona Now United
Rexona Now United
Rexona Now United
Rexona Now United