AXE: Young & Mature

Agency: Ponce Buenos Aires
Advertiser: Unilever
Brand: AXE
Country: Argentina, Chile and Mexico

Objectives

Global background

AXE is Unilever's global cross-category male grooming brand present in the deodorant, anti-perspirant, hair styling and shower marketplaces, in over 90 countries worldwide.1 Other than giving birth to the brand, deodorant also represents its core business in terms of global turnover.

Latin America is AXE deodorant's most successful region worldwide in terms of both penetration and market share, representing 25% of AXE's global deodorant turnover2. Outgrowing a category in emerging markets that expand at double-digit rates is usually harder for leading brands such as AXE, as they already hold the largest slice of the pie.