Rexona, a deodorant brand in Poland, launched an educational campaign called "How to Tell Her" to address the cultural taboo around body odor and sweating in Poland. The campaign aimed to convince Polish consumers that sweating is normal, encourage open conversation about body odor, and increase deodorant market penetration. It involved research showing many Polish women do not use deodorant, a press conference with experts, and extensive PR promoting daily hygiene habits. The campaign generated over 440 publications and 2.5 million online comments in 4 months, breaking the smell taboo in Poland and increasing Rexona's market share.

1. HOW TO TELL HER?

3. BREAK THE TABOO WITH REXONA WOMEN

6. THE IDEA MADE BY LOWE GGK

10. PRESS CONFERENCE EFFECT