AXE: Gaming freshness that protects

Deodorant brand, Axe, latched onto its target market's passion space to stand out in the Philippines.

Campaign details

Brand: AXEBrand owner: UnileverEntrant company: Mindshare TaguigMarket: The PhilippinesSector: Deodorants, anti-perspirantsMedia channels: Gaming & in-game advertising, Livestreaming, Sales Promotion, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Axe has always been strongly associated with male grooming and made a name for itself as a leading brand in this space. In the Philippines, Axe is well-recognized to be the brand that offers irresistible fragrances to help guys get the girl. That is the reason young men want to smell good and look great...

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