AXE: Got the right click

Axe, a deodorant brand, launched a campaign in India to make young men engage with the brand when the category became irrelevant.

The communication goal

The onset of Covid-19 disrupted the deo market. With restrictions on stepping out, deodorants became a 'non-essential' product. There was a decline in deo application as usage occasions fell drastically.

Axe Ticket Pack, which is an on-the-go pack for mainly college and outdoor top up usage started seeing a steep decline in sales. While Spontaneous awareness for Axe was at an all-time high, Market share was constantly declining. The simple challenge was how do we make young men engage with Axe at a time when the category became irrelevant.

The situation analysis

The trigger for many in...

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