X-Men: F1 Special Edition – Mood Lifting Squad

X-Men, a range of personal care products for men, improved brand health by promoting the confidence-lifting benefits of its limited-edition fragrance range during the COVID-19 lockdown.

Campaign details

Brand: X-MenAgency: The Purpose GroupRegion: APAC

Strategy

Objective

X-Men, the leader in men's shampoo in Vietnam, is known for its heroic 'real men' image and masculine fragrance both of which were not as attractive to today's youth anymore. For them, the definition of masculinity is no longer just physical.

In 2018, the brand rejuvenated its proposition to "Real Men take risks to chase their dream" and leveraged car racing as a platform to connect with male audiences. However, this platform had still not yet been leveraged in a big way to drive engagement...

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