Axe: Fear No Susan Glenn

This case study describes how Axe, the body-spray brand, targeted young men in the US by repositioning the brand with more mature, relevant messaging.

Axe: Fear no Susan Glenn

BBH

Executive summary

This is a story of how a seemingly innocuous bodyspray usage education brief turned into a critically important brand re-appraisal effort for Axe. It shows how strategic planning helped reveal a deeply worrying and urgent brand equity problem reveal the underlying problem behind soft sales. It provided the jumping off point and driving force for breakthrough creative work that left its mark not just on the brand's sales and equity. Most importantly for a youth brand, it became a creator of pop culture for young guys and girls across America, with the...

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