Campaign details
Brand: AXEAdvertiser: GorillaCountry: South Africa
Strategy
Objective
Our consumers know we make antiperspirants and body sprays. But antiperspirant makes up only 9% of sales.
What they don't know is you get a better "axe effect" if you use both products together - the way they were designed to be used.
The human problem behind this is that with much of our target audience (Guys 18-25) into gaming and insta, we were not landing our comms in the best way on platforms where our guys were hanging out.
Our job was product education. We'd...