Instead of buying attention for a new category, Rexona earned it — one word at a time. Body odor beyond the underarms is something everyone experiences and nobody names. So before launching All Body Deo, Rexona set out to give the problem a word, and built a strategy where each stage had to earn the next. It started inside a creator livestream, where Martín Cirio coined ""Sudorrea"" with no brand attached. His community turned it into clips and memes. Press covered it as a genuine new piece of Argentine slang. And only once the word belonged to everyone did Rexona step in — to define it, and to offer the cure. A word that didn't exist became a conversation no one could ignore, and a new product category the country already understood before it arrived.