Axe: Premature perspiration
Marina Pen, Pedro Rojas and Guadalupe Urriticoechea
Campaign Details
Brand owner: UnileverAgency: PonceBrand: Axe Campaign duration: 1-3 yearsCountry: Argentina,Mexico,Mexico,United Kingdom,United StatesMedia budget (USD): $1m-$3mChannels used: Cinema, Internet - general, Internet - microsites, widgets, Magazines - consumer, Newspapers, Outdoor, out-of-home, Packaging and design, Radio, Television
Executive summary
Axe is the clear leader of the deodorant category in Mexico, but the brand had been struggling for years in the antiperspirant segment. Axe launched Full Control, a new antiperspirant variant, with two main objectives: to grow awareness...