Axe Anarchy

This case study details how Axe, Unilever's male fragrance brand, launched its new Axe Anarchy deodorants in the global market.

Axe Anarchy

Category: Consumer products - healthcare, beauty and fashionAgency: InitiativeCountry: RussiaClient: Unilever

Overview

Deodorants is one of the most active category with huge volumes of advertising. Axe is one of the iconic brands for youth and was traditionally market leader of the category. Old Spice recently became main threat for Axe after they started to work with our target audience.

Objectives

We needed to announce a new product launch within Axe. But young people who form the audience of the brand are becoming hard to reach even for such a brand like Axe. To catch attention...

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