Axe: Gaming freshness that protects

Deodorant brand Axe focused on digital and online gaming to target young males in the Philippines and boost market share.

Campaign details

Brand: AxeBrand owner: UnileverLead agencies: Unilever Philippines, Mindshare PhilippinesContributing agency: Facebook PhilippinesMarket: PhilippinesSector: Deodorants, anti-perspirantsMedia channels: Gaming & in-game advertising, Live streaming, Sales promotion, Social media, Sponsorship - media, Voice - chatbotsBudget: Up to 500k

Executive summary

Axe has always been one of the top five deodorant brands in the Philippines and averaged a share of market of 12% (across total deodorants) from 2019 all the way to early 2020.

However, due to the pandemic and the state of lockdown the country was...

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