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LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Gunn Report

Contains the creative for the 'Nicknames' campaign for Axe by the agency Ponce in Argentina.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Case Study

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.

Case Study

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

Article

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

Case Study

AXE, a deodorant brand, created a hub and video series for young men in Indonesia to help them on their journey of self-discovery via advice and true stories from brand ambassadors.

Case Study

Deodorant brand Rexona in Argentina worked with Google to adapt the search engineÕs existing technology to its needs.

Case Study

Deodorant brand Dove increased its market share in Argentina with the help of second-party data, mobile technology and personalised ads.

Case Study

Unilever's deodorant brand Axe Target achieved its marketing goals through innovation on radio combined with the use of mobile.

Case Study

Deodorant brand Dove Men teamed up with Spotify in Colombia to create an online engagement.

Case Study

This case study details how AXE, a men's fragrance brand, inspired men in Indonesia to embrace individuality through its 'Find Your Magic' campaign, which celebrates the journeys of three Indonesian men.

Case Study

Shield, a deodorant brand, launched a campaign in South Africa for antibacterial deodorant for men and women in order to showcase its relevance and benefits.

Case Study

Shield, a deodorant brand, delivered a campaign in South Africa to market its product Shield MotionSense and create brand awareness.

Case Study

Rexona, a deodorant brand, launched a campaign in Turkey to thank the country for voting it as the most loved deodorant brand.

Case Study

Rexona, a deodorant brand, increased its brand awareness and engagement by creating a campaign that used an online game to reach its target audience.

Case Study

Axe, a men's product brand, developed the 'Find Your Magic' campaign in South Africa to engage with 18- to 25-year-old consumers, by increasing its local relevance.

Case Study

Axe, a men's products brand, created the Find Your Magic campaign to increase sales across Africa amongst 16- to 26-year-old men with a keen music interest.

Case Study

Telkomsel, a telecommunications brand, collaborated with Rexona, a deodorant brand, to increase its brand engagement and awareness through targeted SMS and Interacted Voice Response.

Case Study

Axe, a deodorant brand, developed a campaign in Spain to redefine its brand in order to become more relevant and raise awareness.

Case Study

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