Rexona takes on Aussie sport with first major brand-owned series
A mammoth undertaking: Rexona had a small window between teams' training holidays to film Rivals
Rexona is betting big on branded entertainment with the launch of an eight‑part sports series that pits Australia’s biggest football codes against each other.
Debuting 1 March on Kayo and Fox Sports, Rivals is a Survivor-style competition featuring stars of rugby league, Aussie Rules and rugby union. The series is filmed on Hamilton Island and fully owned by Unilever.
According to Unilever’s outgoing Australian chief marketing officer John McKeon, Rivals represents the company’s first major global investment in brand-owned entertainment.
I am not ancient, but I worked AT Unilever in BRAND on Rexona Australia’s Greatest Athlete, so this is certainly not the “the company’s first major global investment in brand-owned entertainment” and nor is the first show of this type pitting different sports people against each other.
It was a flop then and in this world of competitive streaming I can’t imagine it will do much better, but good luck team.
hasnt this been done without any success a number of times before? players have to do silly tasks/challenges (league win brute stength, afl win cardio) but they are all having fun and friendly so its kinda…. dull