Campaign details

Brand: Axe
Brand owner: Unilever
Lead agency: Initiative
Contributing agencies: Reprise, Cadreon, Ansible
Country: Argentina
Industries: Deodorants, anti-perspirants
Media channels: Events & experiential, Mobile & apps, Newspapers, Online video, Outdoor, out-of-home, Programmatic display, Public relations, Social media, Sponsorship - sports, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

Male personal care brand Axe was suffering from declines in awareness and deodorant market share in Argentina. In recent years, this caused it to rank below its direct competitors.

It discovered that its male target audience were changing consumption habits in the category and that the concept of seduction, around which the brand had positioned itself, was also changing. So, Axe developed a new communication platform: 'Find what makes you unique'. In this context, Axe wanted to be the leading brand for male personal care, for today's man.