Axe Anarchy for him and for her: Unlocking growth by breaking all the rules
BBH London
Advertiser: UnileverBrand: AxeCountry: United Kingdom
Objectives
Scope of paper
This paper covers the deodorant market in five of the top ten AXE markets that total 52% of the brand's turnover. These markets are representative of the brand's geographic footprint and overall commercial performance.1
The axe business model
The brand proposition
AXE (also known as Lynx) is the world's leading male deodorant body spray, famous for giving guys the edge with girls. This promise of confidence and seduction is...