Axe: Premature Perspiration
Agency: Ponce Buenos AiresClient: UnileverProduct: Axe Full Control Male Antiperspirant Deodorant
Objectives
Win the other half of the market
The deodorant category is divided between two product ranges: BodySprays (fragrance against odor) and Antiperspirants (protection against wetness).
Depending on the market characteristics and history, one category is usually preponderant over the other. This is not the case in Mexico, where the category is divided 50-50.
Before this campaign Axe was the clear leader in the BodySpray segment, with a 43.7% value share (BodySpray male market), but was struggling...