Axe: Axecess Ibiza

Axe, a men's products brand, created the Find Your Magic campaign to increase sales across Africa amongst 16- to 26-year-old men with a keen music interest.

Campaign details

Brand: Unilever / AXELead agency: GorillaRegion: EMEA

Objectives

AXE has recently evolved its global brand position from "The AXE Effect" to "Find Your Magic". AXE believes that finding and owning your special "thing" is what makes a young man the most attractive person they can be – themselves.

Our brief was to launch this new positioning across Africa, specifically South Africa, Ethiopia, Nigeria and Zambia, with the objective of building brand awareness and affinity with AXE and driving sales in these new markets.

Key measurements will be brand awareness of AXE and the...

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