During social distancing, the daily use of deodorant and its sales dropped dramatically. Once people started reconnecting, it became important to remind everyone about deodorant. So Rexona teamed up with Jojo Toddynho, Brazilian superstar, hilarious influencer, reality show celebrity and meme diva, to give people a heads up about B.O. (Body Odor). Only someone with Jojo's humor and charisma could talk about B.O. without being offensive.

The Jojo Alarm Clock makes it impossible to forget deodorant. Once the alarm goes off, it only stops when you remove the Rexona from the base, thanks to a built in motion sensor. But that is not all. Instead of a typical alarm sound, it features Jojo’s screams, hilariously reminding you to put on deodorant before leaving.

The campaign began with a nonbranded video featuring Jojo complaining about people who forget to wear deodorant. The audio quickly went viral on TikTok, sparking a wave of engagement. On Twitter, fueled by a squad of influencers, users began tagging Rexona and asking the brand to do something about it. In response, Rexona and Jojo officially launched the branded alarm clock. Influencers received the device, boosting visibility and generating even more buzz.

The campaign became a conversation starter across platforms, mixing humor with relevance. It reminded people of something simple but essential: putting on deodorant, in a way that felt natural and funny.