Axe Shower Gel and Axe Detailer: Cleans Your Balls

This is the story of how AXE took a mundane category benefit and a banal advertising construct and used them to make the most talked about US commercial of 2010.

Axe Shower Gel and Axe Detailer: Cleans Your Balls

BBH NY

SUMMARY

EXECUTIVE SUMMARY – LEARNING TO LOVE THE PRODUCT DEMO

This is the story of how AXE took the most mundane category benefit and the most banal advertising construct and used them to make the most talked about commercial of 2010.

In the shower category, volume is all about everyday use. Unsurprisingly, everyday use is all is about cleaning power. However, at the end of 2009, only 37% of guys believed AXE shower gel, “Cleans skin thoroughly.”1

For the long-term health of the brand, it was vital that...

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