Tackling sweat anxieties in Southeast Asia

Rexona, the world’s leading antiperspirant, has launched a new campaign in Southeast Asia in collaboration with frank. Singapore, Omnicom’s dedicated Unilever team. Unveiled in Indonesia and the Philippines, the work extends the brand’s latest global platform ‘Rexona won’t EVER let you down’ where Rexona helps women navigate everyday sweat moments with confidence and control.

The global platform, developed by LOLA MullenLowe and launched in late 2025, repositioned Rexona around the broader truth that life gives women many reasons to sweat: a job interview, a crowded commute, an unexpected curveball at work. The Southeast Asia adaptation deepens this insight in a region where these tensions are more intense, whether due to heat, humidity or concerns around proximity and social exposure. Given that sweat is an everyday reality for women here, sweat-related anxieties and embarrassment can shape lifestyle decisions and coping mechanisms beyond product choice.

The campaign showcases a series of 30-second TVCs across Indonesia and the Philippines, each built around a specific sweat tension: climbing a long flight of stairs to make roll call before a strict lecturer, and navigating hot environments wearing a hijab. Each film follows the same arc that is uniquely relatable in this region — the tension of a sweat moment, the confidence that comes from knowing Rexona will never let you down, and a resolution that lands with warmth and humour.