Axe – wake up service: how communications helped make Axe part of Japanese guys' morning routine
Frank Reitgassl and Suzie Hoban
In 2007, Axe successfully launched in Japan. But while the brand recruited lots of users, post-launch research showed that guys in Japan only sprayed it a few times a week - about half as often as users in some other parts of the world.
Axe – wake up service: how communications helped make Axe part of Japanese guys' morning routine
Bartle Bogle Hegarty
CAMPAIGN SUMMARY
In 2007, Axe successfully launched in Japan. But whilst Axe had recruited lots of users, post-launch research showed that...
