Axe Find Your Magic: A celebration of individuality & self-expression

AXE, a male grooming products brand, launched an integrated communications campaign in the US to redefine the brand's image and stance towards masculinity.

Campaign details

Advertiser: UnileverBrand: AXEAgency: EdelmanCountry: United States

Summary and Challenge

For years, Axe was one among many brands that perpetuated stereotypes about masculinity and positioned themselves as the "magic potion" guys need to become better versions of themselves.

Many notions about manliness, however—like AXE's clichéd "smell good, get the girl" reputation—are outdated. This approach no longer reflected the lifestyle and attitudes of our guy (or the girl in his life), whose world continues to become more connected and inclusive.

To avoid alienating him with an outdated message, AXE needed to evolve alongside...

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