Axe Ark: The last limited edition

This case study demonstrates how the global "Axe 2012" campaign for Axe, the Unilever male deodorant brand, grew value share in Argentina and Mexico.

Axe Ark: The last limited edition

Ponce Buenos Aires

Advertiser: UnileverBrand: AxeCountry: Argentina

Objectives

Global background

Axe, the world's number one male deodorant brand, has become an undeniable icon of seduction thanks to its great fragrance offering and its clear product and communication strategies.

As with most brands targeting teenagers, the greatest challenge is staying cool, disruptive and globally relevant. Axe has tackled this challenge by continually innovating on both the product and communication fronts. From chocolate men to fallen angels, staying one step ahead of consumers and competitors has been an essential part of...

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