Unilever: FısssTık

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: UnileverAgency: MullenLowe IstanbulRegion: EMEA

Strategy

Objective

Axe had lost its relevance among Gen Z men, its target audience, and we aimed to increase the popularity and relevance of the brand and increase our market share by putting it on the radar of the new generation. Our goal was to be a part of the Gen Z culture. Among Gen Z, "walking" means taking a step towards dating. In this context, walking is now realized as the first dating step made from DM and story on social media platforms. Based on this insight,...

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