AXE: Smelling good vs. looking good – AXE's mini market promotions

Unilever body spray AXE ran the Smelling Good Versus Looking Good campaign to improve sales, market share and brand equity in Indonesia.

Campaign details

Brand: UnileverAgency: MindshareRegion: APAC

Strategy

Objective

Against the identified challenges, the campaign had the following objectives:

Arrest the decline and improve Brand Power 'Meaningfulness' by 5%.

Improve market share in Mini retail stores by 5%.

Counter the belief in "ganteng privilege" by promoting #wangiprivilege as an attainable privilege through Axe products. Focusing on attraction, the campaign aims to engage the audience by providing a firsthand experience of #wangiprivilege.

The campaign aims to position Axe as a brand that understands and helps individuals achieve #wangiprivilege effortlessly. Amplifying the campaign message through the key affinity...

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