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Axe: Chill

Case Study • MMA Smarties, Gold, MENA, 2020

Axe, a male deodorant brand, launched its Axe Chill campaign across the Gulf Cooperation Council (GCC) countries to highlight Axe's ability to lower body temperature.

Rexona: Move More Stay Home

Case Study • MMA Smarties, Silver, MENA, 2020

Rexona, a deodorant brand, encouraged people to stay active during the COVID-19 lockdown and raised awareness around brand purpose in Egypt with its Move More Stay Home campaign.

Dove Men+Care: Commit to C.A.R.E now

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove Men+Care drove significant increases in brand health in the US with its Commit to C.A.R.E Now initiative for racial equity in partnership with NBA players.

Old Spice: 2020 NFL Draft "Smellcome to the NFL"

Case Study • SABRE Awards, Gold, North America, 2021

Old Spice, a personal care brand, reversed its decline in the US during the COVID-19 pandemic by leveraging its long-standing partnership with the NFL.

Dove Men Care: Father's Day Taken

Case Study • SABRE Awards, Gold, North America, 2021

Dove, a personal care brand, launched its Father's Day campaign #FathersDayTaken in the US to raise awareness of the number of fathers taken too soon to racism and violence and to help the families left behind.

ARF study: Customer loyalty remains robust for large CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, March 2021

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Rexona: The Rexona “Chamba” dance challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

Rexona: Soccer Star Challenge

Case Study • MMA Smarties, Silver, Indonesia, 2020

Rexona, a deodorant brand, created a live FIFA football tournament for fans lamenting the cancelled sporting events in Indonesia and increased market share by 40bps.

Rexona: #MoveMoreAtHome

Case Study • DMA (UK), Bronze, 2020

Rexona, a deodorant and antiperspirant brand, turned its Instagram platforms into inspiring movement hubs to encourage people to keep active during the coronavirus lockdown.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Dove: Deo Dry Serum mobile campaign

Case Study • MMA Smarties, Bronze, APAC, 2020

Dove, a skincare brand, launched a gamified mobile campaign to promote its new dry serum deodorant – the first of its kind in the Philippines.

Rexona: Gerak Tak Terbatas (Unlimited Moves)

Case Study • MMA Smarties, Silver, APAC, 2020

Rexona, a deodorant brand, relaunched its mobility assistant app Gerak in Indonesia to invite society to connect, collaborate and contribute better to the disabled community in Indonesia by introducing the campaign Unlimited Moves.

Dove Deos: Dry Serum mobile campaign

Case Study • Oscar Maalihan, Rhouel Rallos, Sujay Ray, Jeffrey Ng, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Deodorants ran an interactive mobile ad campaign in the Philippines to educate its target audience of upwardly mobile urban women about its new dry serum deodorant product and drive sales.

Dove: Deo Dry Serum Mobile Campaign

Case Study • MMA Smarties, Bronze, X (Global), 2020

Dove, a skincare brand, launched a gamified mobile campaign to promote its new dry serum deodorant – the first of its kind in the Philippines.

Axe: Stay Fresh With Music

Case Study • Oscar Maalihan, WARC Media Awards, Entrant, Best Use of Data, 2020

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

ARF research finds brand loyalty remains robust

News • 17 August 2020

Brand loyalty has largely proved robust over the last decade in a trio of packaged-goods categories, according to the early results of a study being conducted by the Advertising Research Foundation (ARF), the industry body.

How Bevel builds an authentic grooming brand for Black men

News • 11 August 2020

Bevel, a grooming brand made by Walker & Co.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

Unilever South Africa - Shield: Sbonis’Idiski

Case Study • SABRE Awards, Platinum Finalist, Africa, 2020

Shield, a deodorant brand, launched PR events that discussed the state of football development in South Africa to increase relevance for the brand and its soccer sponsorship.

Unilever South Africa - Dove: 100 Colours of Africa

Case Study • SABRE Awards, Gold, Africa, 2020

Dove, a skincare brand, launched a bespoke 100-colour fabric to celebrate the colourful continent of Africa and promote its Dove Invisible Dry deodorant.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

AXE: Lollapalooza 2019

Case Study • Guilherme Aquilante, Verusca Casciano, Gabriela Amato, Carolina Buzetto, WARC Awards, Entrant, Effective Social Strategy, 2020

Antiperspirant body spray brand AXE looked to Lollapalooza for the launch of a social-powered campaign that would boost engagement with its target audience in Brazil.

Axe: Boca vs. River, the Match of the Century

Case Study • Tatiana Moizo, Carolina Sarlo, Patricio Shilton, Vanesa García, Ornella Carricarte, WARC Awards, Entrant, Effective Social Strategy, 2020

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

Rexona: Move Yang Betul

Case Study • Mochammad Iqbal, WARC Awards, Entrant, Effective Social Strategy, 2020

Deodorant brand Rexona used a hyper-adaptive creative solution to leverage its partnership with the English Premier League and improve brand awareness in Malaysia.

Old Spice: The Man Who Lost His Job Because He Had a “Map”

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Old Spice, an American brand of male grooming products, increased brand awareness and growth in Colombia by launching a video campaign that showed how its products could end embarrassing sweat marks.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Competitor strategies in beauty and personal care

Article • Euromonitor Company Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.
L'Oréal Paris: No.1 and always worth it

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.