Axe: Stay Fresh With Music

Oscar Maalihan

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.

Campaign details

Brand: Axe Brand owner: Unilever Lead agency: Mindshare Philippines Contributing agency: Spotify Market: Philippines Industries: Mobile & apps, Online video, Radio & audio Media channels: Deodorants, anti-perspirants Budget: Up to 500k

Executive summ

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