Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.
Brand owner: Unilever
Lead agency: Mindshare Philippines
Contributing agency: Spotify
Industries: Mobile & apps, Online video, Radio & audio
Media channels: Deodorants, anti-perspirants
Budget: Up to 500k