Agency: Bartle Bogle Hegarty | Authors: Jonathan Bottomley, Gavin May and Mike Holmes |
Axe – Getting dirty boys clean
INTRODUCTION
Growth is fundamental to the Unilever business.
The big question facing the company is: how to unlock it?
They have determined that the most efficient way to grow is to work their brands harder, through more focus, more extension and more geographical expansion. They needed to understand how to do this on a brand by brand basis.
So on one level, this is a story about how advertising drove the successful launch of a new shower gel range in...