Campaign details
Brand: AxeBrand owner: UnileverLead agency: InitiativeContributing agencies: Reprise, Cadreon, AnsibleCountry: ArgentinaIndustries: Deodorants, anti-perspirantsMedia channels: Events & experiential, Mobile & apps, Newspapers, Online video, Outdoor, out-of-home, Programmatic display, Public relations, Social media, Sponsorship - sports, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Male personal care brand Axe was suffering from declines in awareness and deodorant market share in Argentina. In recent years, this caused it to rank below its direct competitors.
It discovered that its male target audience were changing consumption...