In 2018, we facilitated three-year multimillion-dollar partnership between Unilever’s deodorant brand Rexona and global pop group Now United (formed by Simon Fuller) a music/dance group formed by rotating members from 14 countries (all in key markets). By embedding the partnership into the very formation of the group, we were able to engage with Gen Z on social platforms with culturally-relevant content, leaning into dance, diversity and global youth fandom rather than traditional deodorant advertising. We built the Rexona Dance Studio became ground zero for fan/consumer participation. The partnership has been extended through 2026, with special edition bottles, music videos and tutorials, TikTok challenges and dance events, all seamlessly integrated into the band’s influencer presence. Unilever recently reported that the partnership has generated over 2.3 billion earned media impressions and 1 billion TikTok views, with Rexona ranking as a top recalled brand in each band member’s market. The music’s pretty catchy, too.