Unilever: Predicting the unpredictable

This case study describes how Unilever launched a new limited edition AXE bodyspray in Argentina and Mexico.

Unilever: Predicting the unpredictable

Ponce Buenos Aires

What were the objectives for the creative work?

GLOBAL BACKGROUND

AXE (LYNX) is Unilever's leading male grooming brand including deodorant, anti-perspirant, hair styling and shower products, present in over 90 countries worldwide1. Other than giving birth to the brand, deodorant also represents its core business in terms of global turnover.

Latin America is the region where the brand is most successful in terms of both penetration and market share, representing 25% of AXE's global deodorant turnover2. Outgrowing a category in emerging markets that expand at double-digit rates is usually...

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