AXE: Men Do Apologize TV Integration

Axe, a deodorant brand produced by Unilever, fought against gender stereotyping in Turkey by launching a TV ad during a popular series that allowed viewers to decide what happened next.

Campaign details

Brand: AXEAdvertiser: UnileverAgency: J. Walter Thompson Turkey/Mindshare TurkeyCountry: Turkey

Campaign Summary

In line with Axe's long term strategy of having a cool male tone of voice with an emphasis on diminishing negative gender stereotypes around toxic masculinity, Axe has focused on fighting the "Real Men don't apologize" stereotype in 2018. The purpose is weakening gender stereotypes via generating talkability on social media about how old fashioned these beliefs are.

Integrating our branded content to the popular TV show "Çukur", in a way that the consumers haven't experienced before, with the use...

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