AXE Find Your Magic

AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

Campaign details

Brand: AXE (Unilever)Agency: Edelman South Africa

In 2017, AXE South Africa was tasked to build on the global rebrand AXE underwent in 2016, called Find Your Magic. In year two, South Africa had two big goals: win back the hearts of young men across South Africa by convincing them that AXE is an on-trend brand; and educate consumers around AXE's fragrance and functional superiority. Underpinning all communications, AXE must keep youth empowerment central to the brand with a focus on music, specifically DJs and House music. AXE empowers young men to define masculinity on their...

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