Axe: Murda klip

The Unilever-owned brand Axe, a line of male grooming products, created a song with popular rapper Murda to promote its deodorant among GenZ men on social media in Turkey.

Campaign details

Brand: Unilever TürkiyeAgency: PHD TürkiyeRegion: EMEA

Strategy

Objective

Axe had lost its relevance among Gen Z males, and we aimed to regain the brand's popularity and relevance by getting back on the radar of the new generation. Our goal was to become a part of Gen Z culture. Among Gen Z, the word "to walk" (which means "first step for love" in Turkish) signifies taking the first step in their flirtations. In this context, "to walk" now happens as the first introduction on social media platforms, through DMs and stories. Building on this...

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