AXE: Battle of Temptations

This case study shows how Axe, a men's toiletries brand, increased brand sales using a digital strategy to become Indonesian men's 'wingman'.

AXE: Battle of Temptations

Campaign details

Brand owner: UnileverLead agency: Gretchen Largoza, Ogilvy & MatherBrand: AXECountry: IndonesiaIndustry Deodorants, anti-perspirantsMedia: Internet - display, Internet - general, Radio, Social media, Sponsorship - media, TelevisionBudget: Up to 500k

Executive summary

Like any other, young Indonesian guys pursue the opposite sex. What makes them different is they need help with their confidence. A lack of knowing how guys present themselves to girls was a major reason for this along with guys seeing body spray as compromising their masculinity. The opportunity was...

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