Axe: Premature Perspiration

The Mexican male deodorant category is evenly divided between body sprays and antiperspirants. Unilever's Axe brand was the clear leader in the former but it struggled in the latter.

Axe: Premature Perspiration

Agency: Ponce Buenos AiresClient: UnileverProduct: Axe Full Control Male Antiperspirant Deodorant

Objectives

Win the other half of the market

The deodorant category is divided between two product ranges: BodySprays (fragrance against odor) and Antiperspirants (protection against wetness).

Depending on the market characteristics and history, one category is usually preponderant over the other. This is not the case in Mexico, where the category is divided 50-50.

Before this campaign Axe was the clear leader in the BodySpray segment, with a 43.7% value share (BodySpray male market), but was struggling...

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