Lockdowns and social distancing have triggered a decline in deodorant usage. Almost three in 10 deodorant users have applied them less frequently after the COVID-19 outbreak. Once Rexona is the brand that won't let you down, it was crucial to remind people about the antiperspirant now that we're gathering again.

So, we turned a superstar into a device that makes it impossible to forget the deodorant.

Jojo Todynho is a Brazilian superstar?, hilarious influencer, reality show celebrity, and meme Diva. Her well-known humor made her the perfect voice to talk about a delicate subject such as body odor (B.O.).

In partnership with her, Rexona created a device to help people stop forgetting deodorant now that we're back together and turned it into a real-time response for an orchestrated viral.

Once Jojo Alarm Clock starts, it only stops when you get the Rexona out of the base due to the motion sensor in the device. And instead of the regular alarm clock sound, we hear Jojo's Todynho screaming at people to rush to wear the deodorant before leaving.

Results: +20MM of Organic Impressions in just the first two days.

The most engaged brand partnership ever on Jojo's social accounts.

Now, the sales are back on track, and the alarm clock became a hit.