Axe: Gaming freshness that protects

Axe, a deodorant brand, launched a campaign in the Philippines using gaming to increase sales.

Campaign details

Brand: AxeBrand owner: Unilever PhilippinesLead agency: Mindshare PhilippinesContributing agency: Facebook PhilippinesCountry: PhilippinesIndustries: Deodorants, anti-perspirantsMedia channels: Competitions & contests, Gaming & in-game advertsing, Livestreaming, Mobile & apps, Sales promotion, Social media, Voice, chatbotsBudget: Up to 500k

Executive summary

Axe has always been part of the top 5 deodorant brands in the Philippines and has averaged a share of market of 12% (across total deodorants) from 2019 all the way to early 2020.

However due to the pandemic and the state of lockdown the country...

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