Rexona: Pitvertising

The BBL Cricket 2020-21 series will go down as the ‘Year of the Pit’ after Rexona owned the summer after unveiling its new form of advertising sponsorship – ‘Pitvertising’. The stunt saw the Rexona Clinical logo with its iconic tick featured on the underarms of cricket umpires’ uniforms during the season in an industry-first sponsorship deal with Cricket Australia.

Unlike a standard sponsorship, ‘Pitvertising’ meant the logo was only revealed during dramatic, high-stress BBL moments when the umpires raised their arms, making the message Rexona Deodorant keeps you cool under pressure impossible to miss. The stunt was quickly picked up by news outlets and talked about around the globe.