Campaign details
Brand: Unilever/AxeAgency: InitiativeRegion: LATAM
Objectives
Axe Target was getting older and the Brand Proposition wasn't relevant anymore. The Brand evolved and developed a new vision of masculinity focusing on authenticity: "Find your Magic".- Our objective: to launch the New Axe pack.
- Our Target: Millennials, the "Skip & Block" generation - we had to win them back.
Target audience
The challenge was to reach millennials, Young (18-24) and Old (25-35). Millennials are the "Kings of Commuting" and unlock their smartphones about 110 times a day. They are always on the move:...