Axe Anarchy for him and for her: Unlocking growth by breaking all the rules

This campaign launched AXE Anarchy, a new variant of the deodorant brand owned by Unilever, ran in five global markets and was aimed at recruiting new customers.

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...

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