Campaign details
Brand: X-MenAgency: The Purpose GroupRegion: APAC
Strategy
Objective
X-Men has been the leading male grooming brand in Vietnam with the heritage image of Real Men. However its larger-than-life, action-filled, global spy-hero image has been facing a challenge with today's youth for whom 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.
Car racing was chosen since it maintained X-Men's core of an action hero but...