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Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

News

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

Global strategies, campaign updates and trends in the beer and cider category.

Article

Global strategies, campaign updates and trends in the hair care category.

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.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Article

Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.

Case Study

TENA Men, the Swedish brand of products for men with incontinence, used a design inspired by the automotive industry and the semiotics of performance and control to increase global growth.

Gunn Report

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

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

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.

Case Study

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

Research Paper

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Case Study

Romano, a men's shampoo brand, increased revenue by challenging the position of men in Vietnamese society in a social media campaign.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

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

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

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

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

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.