Like Procter & Gamble PMC., Philippine Refining
Company (PRC)’s started as an oil milling company that became the basis for
its products like detergents (Breeze, Wheel, Rinso) , bath and beauty soaps
(Lux, Lifebuoy), toothpastes (Signal,
Close-Up) and shampoos (Sunsilk, Creamsilk) that were successfully marketed through
the years.
In the 1980s, PRC ventured beyond oil-based products, expanding their personal care product lines to include deodorants. Their most successful brand was REXONA Deodorant that had its origin in Australia, developed by Alice Sheffer back in 1908, and sold through her husband’s Sheldon Drug Co. Rexona became a bestseller
Launched in the Philippines in 1984, REXONA became a popular brand with a fresh, youthful campaign (Rexona – won’t let you down!) that was backed with tri-media advertising. Immediately after, they launched their men’s line –REXONA MUSK—has a foundational, long-lasting fragrance note characterized by its warm, sensual, and masculine scent. REXONA MUSK was developed to appeal to active young males who love the sporting life.
REXONA MUSK print ads were more of testimonials featuring well-known sports personalities of the 80s. Taekwondo star Monsour del Rosario had his own print ad detailing his story of how Bruce Lee inspired him to take up the sports. Champion bodybuilder, David Abesamis, was another athlete whose own narrative included his rigorous quest to develop a physique that eventually would earn him a division title in the national Mr. Philippines quest. The ads always ended with how REXONA MUSK fitted into their training and hygiene regimen.
Short TV commercials were also prepared to support the REXONA MUSK campaign featuring the cage superstar, Alvin Patrimonio, and the 2-time Olympic boxer (LA 1984, Seoul 1988), Leopoldo Cantancio.
WATCH ALVIN PATRIMONIO'S REXONA MUSK TVC 15s HERE:
However, REXONA MUSK is now being sold mostly in Arabic countries and in Turkey. In the Philippines, REXONA’s men’s products are available in Watson’s , that includes an array of roll-ons, sprays, lotion under such variants as Arctic Rush, Invisible Dry, Advanced Protect, Motionsense and Natural Fresh.
Three years after doing this print ad, David Abesamis won a bodybuilding bronze medal-lighweight division at the 1987 SEA Games in Jakarta. He became a pioneer personal trainer at the Clark Hatch Fitness Center in Makati. Online surces reports that Abesamis had passed away.
Leopoldo Cantancio did better n regional games, winning golds in the Asian Amateur Boxing Championships and also 2 golds in 2 SEA Games (1983 Singapore-featherweight; 1987 Jakarta-lightweight). He died in a tragic motorcycle accident 2018 at age 54.
REXONA MUSK’s use of athletes in these ads would
presage a future of deeper involvement in sports. Today, the brand makes extensive
use of Sports Marketing to push its deodorants in this large niche market, sponsoring
such events as REXONA’s 10 Miler Race, REXONA Ultimate Challenge
Series, promo stunts in basketball games such as REXONA Twin Cam that spots
local lookalikes of famous cage stars, and giving 2026 FIFA game tickets as prizes in
their promos.