Unilever's Rexona brand has introduced a limited-edition sports-themed packaging design across its 72H Advanced Protection aerosol deodorant range, available exclusively through Woolworths supermarkets in Australia.
The special-release packaging features three designs celebrating Rugby League, Australian Rules Football and Rugby Union, tied to the brand's upcoming RIVALS sports competition programme.
Each 220ml aerosol can includes a QR code enabling consumers to vote for their preferred sport, with results displayed on a live state-by-state map.
The promotion, running from 2 February to 17 May 2026, offers more than 1,000 prizes including trips to Hamilton Island, athlete meet-and-greets, signed merchandise, and Woolworths gift cards.
Silke Broers, Rexona Marketing Manager at Unilever, said the campaign aims to position the brand within Australian sports culture: "We're bringing that high performance mindset out of the stadium and onto the shopper floor, turning one of Australia's biggest debates into a moment on the shelf."
The limited-edition cans retail from $10.50. The RIVALS programme premieres 1 March 2026 via Kayo and Foxtel sports channels.
The initiative represents Unilever's latest effort to leverage sports marketing within the competitive antiperspirant category, using packaging innovation and interactive elements to drive consumer engagement at point of sale.
Rexona launches sports-themed sprays for Australia
