AXE: AXELERATE – Kostan AX/3

Male grooming brand Axe created a mobile-optimised YouTube video series to build confidence in young males, as part of an ongoing campaign to liberate men from stereotypical male images in Indonesia.

Campaign details

Brand: Unilever / AXELead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

Indonesia is a young country with roughly 30 percent of the population under the age of 30 years. With the rapid urbanization & digitization, there are critical shifts in the consumer environment. Women have become more empowered, equal, especially in romantic relationships. The definition of masculinity for Indonesian men is slowly shifting.

Only 3 out of 10 men believe they are handsome (Ganteng). Ganteng is the combination of inner and outer beauty; by loving what you have (styling, skin care, & body).

AXE,...

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