Axe 'Click' – a global communication strategy
Alistair MillarUnilever Home and Personal Care – Europe, United Kingdom
Jem Fawcus and Andy BloorFirefish, United Kingdom
INTRODUCTION TO AXE
Man's obsession with woman and woman's suspicion of man's motives for this obsession are deeply rooted archetypes that are well documented through the ages. However, it is as true today as it ever was that “the course of true love never did run smooth”.
One of nature's cruellest tricks on man is puberty – around this time his interest in woman is greatest, but he lacks the...