Axe: Stay Fresh With Music

Oscar Maalihan

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

Campaign details

Brand: AxeBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agency: SpotifyMarket: PhilippinesIndustries: Mobile & apps, Online video, Radio & audioMedia channels: Deodorants, anti-perspirantsBudget: Up to 500k

Executive summary

Though Axe is a leading name in male grooming, growth in recent years had been flat. It had struggled to remain relevant and attract younger male users. The brand saw the 'fresh' space as untapped territory it could penetrate and expand on as the fragrance category leader.

Digitally native, emotionally in touch, highly engaged and politically woke...

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