Axe Styling: Not Just A Pretty Hairstyle

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Advertiser: UnileverAgency: PONCECountry: United States

Objectives

Equity:

1. Axe needs to shift from being a deo-only brand into being a holistic male grooming powerhouse… Ergo, unmistakably land HAIR STYLING as a key category under Axe Masterbrand.

  • Become a key player in the Male Styling Category
  • Challenge leadership of the Specialist Brand: American Crew (men styling brand)

Communication:

  • Preview Test must be > Amber (Millward Brown Preview Test)
  • Build awareness of Axe Styling in order to drive male grooming credentials

Marketing Target: Drive growth of Hair Styling for Men Category, which is a low frequency category...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands