Axe 'Click' - a global communication strategy

Alistair Millar, Jem Fawcus and Andy Bloor

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation.

Axe 'Click' – a global communication strategy

Alistair MillarUnilever Home and Personal Care – Europe, United Kingdom

Jem Fawcus and Andy BloorFirefish, United Kingdom

INTRODUCTION TO AXE

Man's obsession with woman and woman's suspicion of man's...

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