Brand: UnileverAgency: MullenLowe IstanbulRegion: EMEA
Strategy
Objective
After evaluating the sales data, we aimed to increase sales by changing our in-store communication strategy.
Target Audience
AXE is a renowned brand for men’s deodorant. Our ongoing investments in communication have traditionally focused on young men. However, the shopper profiles revealed in the sales data have presented us with a unique opportunity and the necessary framework to explore uncharted territory within the category.
Creative Strategy
AXE originally catered to a core audience of Gen Z men. However, Gratis sales data revealed a noteworthy trend, with 87% of...