Axe – wake up service: how communications helped make Axe part of Japanese guys' morning routine

Frank Reitgassl and Suzie Hoban

In 2007, Axe successfully launched in Japan. But while the brand recruited lots of users, post-launch research showed that guys in Japan only sprayed it a few times a week - about half as often as users in some other parts of the world.

Axe – wake up service: how communications helped make Axe part of Japanese guys' morning routine

Bartle Bogle Hegarty

CAMPAIGN SUMMARY

In 2007, Axe successfully launched in Japan. But whilst Axe had recruited lots of users, post-launch research showed that guys in Japan sprayed Axe only few times a week – about half as often as users in some other parts of the world.

This was a huge growth opportunity – we could almost double our sales if we could get existing Axe users to spray everyday.

Achieving this meant making Axe a part of young guys' morning routine –...

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