AXE Black Night

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Campaign details

Brand: AXEBrand owner: UnileverLead agency: Initiative MoscowCountry: Russian FederationIndustries: Deodorants, anti-perspirantsMedia channels: Content marketing, Games & competitions, Online display, Online video, Other & ambient media, Outdoor, out-of-home, Search marketing, Social media, Websites & microsites, Word of mouth, advocacy

Executive Summary

AXE is a deodorant typically marketed towards the young male demographic. We recently launched a new product targeted for a more mature audience to widen our brand penetration in the market. To establish an effective communication with this new targeted clientele, we needed a focused and valuable strategy, based...

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