Ace: You've Got Something

Axe, a men's product brand, developed the 'Find Your Magic' campaign in South Africa to engage with 18- to 25-year-old consumers, by increasing its local relevance.

Campaign details

Brand: Unilever - AXELead agency: GorillaRegion: EMEA

Objectives

The strategic objective of this communication was to raise brand awareness and relevance and reconnect with AXE's core target market: 18-25 year old men. We also needed to solidify our new "FIND YOUR MAGIC" positioning in a locally relevant way.

AXE, as a brand, has grown up along with millions of guys that started using AXE in the days of the AXE EFFECT. We have progressed and matured and so has our communication with the new positioning – but how do we make this relevant...

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