Same 72-Hour Confidence, New Name: Shield Rebrands to Rexona
For decades, Shield has been a quiet fixture of South African morning routines. So when a name that familiar changes, the first question is a fair one: what's different?
Likers of Things
Shield has now become Rexona, bringing the South African range in line with the brand's global identity. The change reflects how established brands increasingly present themselves consistently across markets.
What stays the same is the product and the protection people already rely on. What changes is the packaging, the fragrances and the product experience.
"When a familiar brand changes its name, consumers understandably want to know what is changing and, importantly, what is staying the same," says Sanele Gwala, Demand Creation Lead: Rexona. "The transition to Rexona is about building on what South Africans already know and trust."
What to look for on shelf
Refreshed packaging across the range
New fragrances across the core range
New product experiences alongside the familiar formula
Body Heat Activated Technology, designed to respond to body movement and give lasting protection against sweat and odour
Think of it as an upgrade rather than a replacement. The name on the can is new, but the product behind it is the one you have always known. As the brand puts it: a new name, the same promise.
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