Campaign details
Brand: AxeBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agency: SpotifyMarket: PhilippinesIndustries: Mobile & apps, Online video, Radio & audioMedia channels: Deodorants, anti-perspirantsBudget: Up to 500k
Executive summary
Though Axe is a leading name in male grooming, growth in recent years had been flat. It had struggled to remain relevant and attract younger male users. The brand saw the 'fresh' space as untapped territory it could penetrate and expand on as the fragrance category leader.
Digitally native, emotionally in touch, highly engaged and politically woke...