AXE: How an eternal teenager finally grew up

Danny Feeney

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

Campaign details

Brand: AXE/LynxClient: Unilever

Summary

In 2015, The Axe Effect turned 20 years old. In its lifetime, it had become one of the most iconic global advertising ideas in the world and brought unprecedented growth to the brand.

However, from 2014 to 2015 the signs were clear that the sales pitch of "spray to get laid" was losing its potency. Growth was slowing to a standstill, and brand equity measures were declining fast. Older guys were aging out of the brand more quickly, and younger guys were becoming harder to recruit.

How was a huge market...

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