Campaign details
Brand: AXEBrand owner: UnileverAgencies: F.biz, OliverMarket: BrazilIndustries: Deodorants, anti-perspirantsMedia channels: Competitions & contests, Social mediaBudget: Up to 500k
Executive summary
Over the years, antiperspirant body spray brand AXE has been losing relevance and share of market due to perceptionsaroundit being an old brand and its product performance. This loss is also reflected in its main audience: young men aged 25-34.
Looking for a potential way to attract more and new consumers, AXE carried out research to understand its territories and opportunities to improveperception of the...