Axe Shower – Axe Detailer: The Manly Shower Tool

Category: New Product or Service
Brand/Client: Axe Shower
Primary Agency: BBH
Media Agency: MindShare
Contributing Agencies: Edelman, Integrated Marketing Services


This is the story of a challenge that communications alone could not solve – of creative thinking applied on a more fundamental scale, starting with product design and carried all the way to the retail shelf.

In 2007, after two years of propulsive growth, Axe Shower Gel was at the top of the male personal wash category. Young guys loved the brand, thought our products were innovative, and couldn't get enough of our communications. But our sales had begun to plateau.