Axe Excite: Returning To Universal Truths To Create Global Hits

Unilever's Axe male grooming brand maintains a tight focus on 16-24 year-olds, meaning that it experiences a 10-15% churn of consumers annually.

Axe Excite: Returning To Universal Truths To Create Global Hits

Agency: BBHClient:Unilever/AXEProduct:AXE 'Excite'

Objectives

SCOPE OF PAPER

This is a story about AXE1, known as LYNX in the UK. AXE is a global cross-category grooming brand, encompassing deodorant,...