Campaign details
Brand: Unilever Indonesia/AxeLead agency: Mindshare IndonesiaRegion: APAC
Objectives
The campaign objective was to strengthen brand awareness in Indonesia without launching a new innovation and grow market share.
AXE has appealed to men in the past because of THE AXE EFFECT giving guys the edge in the seduction game, where women seem to find them more interesting and attractive when they smell great. Today, AXE is intent to speak directly to men for them to look and feel their best, and find their own magic.
Unfortunately, in a collective & patriarchal society like Indonesia,...