Axe: Cybersport

Natalia Kudryavtseva

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

Campaign details

Brand: AxeBrand owner: UnileverLead agency: Initiative Media RussiaCountry: Russian FederationIndustries: Deodorants, anti-perspirantsMedia channels: Content marketing, Games & competitions, Online video, Sponsorship - sportsBudget: Up to 500k

Executive Summary

Axe is a well-established brand of deodorant for young men. The new global platform Find Your Magic was created to help youngsters appreciate their own uniqueness. The objective of this campaign was to grow market share by leveraging the new platform.

Cybersport is a big and growing trend. Axe dared to be the first personal care brand to...

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