Axe Apollo: Send our guys into orbit

This case study describes how Unilever launched Axe Apollo as an aspirational male grooming product that targeted males (18-20 years) in Germany, Austria and Switzerland who were seeking dating confidence.

Axe Apollo: Send our guys into orbit

Campaign details

Client: UnileverBrand: AXEAgency: Mindshare Germany, Dokyo HamburgCategory: FMCG Country: Germany

Axe Deodorants is the number 2 deodorant brand in the world and the biggest male deodorant brand. It centres around the consumer promise to improve men's chances in the mating game by making them smell, feel and look great – currently known as the Axe Effect.

AXE Deodorant is the market leader in the highly competitive male deodorants segment in Germany, Austria and Switzerland, and has been steadily growing over the past...

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