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...