AXE: #AxeYouCasting

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

Campaign details

Brand: AXELead agency: MindshareRegion: EMEA

Objectives

Since 2015, Axe is working on a new positioning in the grooming category, redefining a new tone of voice. Axe is more than a deodorant. It's offering the consumers a bigger range within the grooming category. Launching the new Axe You, we want young men to be and express the way they are. We give them permission to ignore all the social canons. And give them the opportunity to find THEIR OWN MAGIC. So, Axe encourages them to find their own individuality, because everyone has something special...

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