Unilever South Central Europe (USCE), one of the biggest consumer goods producers on the local market, will invest three million euros (rate card sum) in the campaign to promote the Rexona Men brand, which began production in June. "We are predicting a 33% sales increase against last year and a clear positioning of the brand on the market, following this campaign," stated Bogdan Toacse, deo country manager of Unilever. Rexona Men is produced in Leeds, UK, which also hosts the company's global research and development centre for deodorants. Unilever holds a 21.4% share in the deodorant market, according to data collected for March and April by the AC Nielsen research agency, quoted by the company. Rexona is Unilever's catalyst product on the deodorant segment. The producer relocated production from its Targu-Mures (margarine production) and Otopeni (Knorr spices, soup and sauces production) plants to its industrial platform in Ploiesti, where the group's detergent factory has been located since 1995.
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