AXE: AXE would suit him the best

AXE, a brand for men’s deodorant, redefined its target demographic to reach out to women under the age of 29 and increase sales by changing the in-store communication strategy in Turkey.

Brand: UnileverAgency: MullenLowe IstanbulRegion: EMEA



After evaluating the sales data, we aimed to increase sales by changing our in-store communication strategy.

Target Audience

AXE is a renowned brand for men’s deodorant. Our ongoing investments in communication have traditionally focused on young men. However, the shopper profiles revealed in the sales data have presented us with a unique opportunity and the necessary framework to explore uncharted territory within the category.

Creative Strategy

AXE originally catered to a core audience of Gen Z men. However, Gratis sales data revealed a noteworthy trend, with 87% of...

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