> ## Content Index > Fetch the complete content index at: https://www.promptthemarket.com/llms.txt > Use this file to discover other available public pages before exploring further. # Unilever wins Woolworths' retail media award again with Rexona Rivals - URL: https://www.promptthemarket.com/unilever-rexona-rivals-cartology-campaign-of-the-year/ - Published: 2026-10-30T09:00:00.000Z - Updated: 2026-10-30T09:00:00.000Z - Description: Cartology's top prize goes to a footy-code rivalry campaign that it says brought in 539,000 new-to-brand shoppers and Woolworths' biggest deodorant week. - Author: Editor News - Tags: Media, Cartology, Unilever, Rexona, Retail media, Press releases, #author-james-dore ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) By **James Dore** ยท 2026-10-22 TLDR Unilever has won Campaign of the Year at the awards run by Cartology, Woolworths' retail media business, for the second year running, this time with Rexona Rivals. Cartology says the campaign brought in 539,000 new-to-brand shoppers and grew sales by more than 20%. KEY TAKEAWAYS 01Rexona Rivals won 2026 Campaign of the Year and the new Best Use of Unified Planning award. 02Unilever also won last year, with Vaseline Gluta-Hya. 03Cartology says the campaign drew 539,000 new-to-brand shoppers and delivered Woolworths' biggest single week of deodorant sales. 04The campaign played on the 'which footy code is best?' argument, with a takeover of Woolworths Town Hall in Sydney. 05Mondelez International was named Partner of the Year. ## Unilever again Unilever has won Campaign of the Year at Cartology's 2026 awards for the second year running, this time with Rexona Rivals. The campaign also won the new Best Use of Unified Planning category, which Cartology, Woolworths' retail media business, created to reward joint planning across brand, trade, agencies and retail media.[\[1\]](https://www.cartology.com.au/news/Unlocking-Insights,-Long-Term-Partnerships,-and-Creative-Potential--Cartology-Crowns-Australia-s-Most-Effective-Retail-Media-Campaigns?ref=promptthemarket.com) B&T reported the award was collected by the Rexona and WPP Media team.[\[3\]](https://www.bandt.com.au/unilevers-rexona-rivals-named-cartologys-campaign-of-the-year/?ref=promptthemarket.com) Last year's winner was also a Unilever brand, Vaseline Gluta-Hya.[\[4\]](https://www.adnews.com.au/news/vaseline-wins-2025-cartology-campaign-of-the-year?ref=promptthemarket.com) ## The footy-code fight Rexona Rivals took on Australia's "which footy code is best?" argument.[\[2\]](https://www.cartology.com.au/news/Rexona-Rivals-and-Cartology-rewrite-the-FMCG-playbook-with-Unified-campaign-delivering-double-digit-sales-growth?ref=promptthemarket.com) Unilever, its media agencies, Cartology and Woolworths planned it together early, and it ran across a creative takeover of Woolworths Town Hall in Sydney, retail out-of-home, in-store formats and digital.[\[1\]](https://www.cartology.com.au/news/Unlocking-Insights,-Long-Term-Partnerships,-and-Creative-Potential--Cartology-Crowns-Australia-s-Most-Effective-Retail-Media-Campaigns?ref=promptthemarket.com) Cartology says it brought 539,000 new-to-brand shoppers, grew sales by more than 20% and delivered the highest single week of deodorant sales across Woolworths.[\[1\]](https://www.cartology.com.au/news/Unlocking-Insights,-Long-Term-Partnerships,-and-Creative-Potential--Cartology-Crowns-Australia-s-Most-Effective-Retail-Media-Campaigns?ref=promptthemarket.com) In an August case study, it said every participating category grew by double digits and Woolworths' total market share rose 0.9 points. "This isn't media tacked onto a sales promotion, this is unified Retail Media," said Robbie Lawson, Cartology's general manager of commercial and strategic solutions.[\[2\]](https://www.cartology.com.au/news/Rexona-Rivals-and-Cartology-rewrite-the-FMCG-playbook-with-Unified-campaign-delivering-double-digit-sales-growth?ref=promptthemarket.com) The results are Cartology's own and have not been independently verified. ## The other winners Mondelez International was named Partner of the Year. Other winners included General Mills' Old El Paso, Mondelez's Cadbury Easter, Lego, Coca-Cola Europacific Partners and Swisse.[\[3\]](https://www.bandt.com.au/unilevers-rexona-rivals-named-cartologys-campaign-of-the-year/?ref=promptthemarket.com) "In today's challenging market where value is more critical than ever for customers, this year's winning entries highlight the pivotal role Retail Media plays in keeping brands in the basket and delivering real commercial impact," said Tony Prentice, Cartology's director of client partnerships and sales.[\[3\]](https://www.bandt.com.au/unilevers-rexona-rivals-named-cartologys-campaign-of-the-year/?ref=promptthemarket.com) SOURCES & CITATIONS 1. [Cartology crowns Australia's most effective retail media campaigns, Cartology](https://www.cartology.com.au/news/Unlocking-Insights,-Long-Term-Partnerships,-and-Creative-Potential--Cartology-Crowns-Australia-s-Most-Effective-Retail-Media-Campaigns?ref=promptthemarket.com) 2. [Rexona Rivals and Cartology rewrite the FMCG playbook, Cartology](https://www.cartology.com.au/news/Rexona-Rivals-and-Cartology-rewrite-the-FMCG-playbook-with-Unified-campaign-delivering-double-digit-sales-growth?ref=promptthemarket.com) 3. [Unilever's 'Rexona Rivals' named Cartology's Campaign of the Year, B&T](https://www.bandt.com.au/unilevers-rexona-rivals-named-cartologys-campaign-of-the-year/?ref=promptthemarket.com) 4. [Vaseline wins 2025 Cartology Campaign of the Year, AdNews](https://www.adnews.com.au/news/vaseline-wins-2025-cartology-campaign-of-the-year?ref=promptthemarket.com) FREQUENTLY ASKED QUESTIONS Who won Cartology's 2026 Campaign of the Year? Unilever, with Rexona Rivals. It also won Best Use of Unified Planning. What is Cartology? Woolworths' retail media business. What results did Rexona Rivals report? Cartology says 539,000 new-to-brand shoppers, more than 20% sales growth and Woolworths' highest single week of deodorant sales. ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) [James Dore](https://www.promptthemarket.com/james-dore/) James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.