Axe: 'Nicknames' (Argentina)

Contains the creative for the 'Nicknames' campaign for Axe by the agency Ponce in Argentina.

The story behind the campaign

Challenge

Axe is always about innovation: year after year, the brand comes up with some new product. Usually, it is the fragrance that drives attention and sales. But this time, the innovation for their Antiperspirant range was about technical benefits such as anti-marks protection, charge-up protection and anti-bacterial protection. Neither Axe or its consumers were used to that type of communication and still the objectives were all about increasing penetration, driving relevance and generating awareness of Axe’s new APs and the products within the range. So how did we turn those almost scientific benefits into...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands