Axe: Visual Radio

Unilever's deodorant brand Axe Target achieved its marketing goals through innovation on radio combined with the use of mobile.

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:...

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