Rexona × Fotbollsmorgon

A tailor-made, content-led campaign with Rexona Thermocool in the run-up to the 2026 football World Cup. ”Svettiga Ögonblick med Rexona” — sweaty moments — took its cue from iconic World Cup moments and the events of the day that made players and supporters alike feel the pressure, with a natural link to Rexona's territory of heat, pressure and keeping cool.

The concept ran across all of Fotbollsmorgon's channels: live segments on YouTube and in the podcast, and branded content on social media. It gave Rexona a relevant, recurring context in several formats across the whole tournament.