X-Men: F1 Special Edition – Shifting F1 Dreams To Another Gear

X-Men, a male grooming brand, built brand relevance in Vietnam and transformed the brand image from outdated machismo to a more modern notion of masculinity.

Campaign details

Brand: X-Men Agency: The Purpose Group Region: APAC

Strategy

Objective

X-Men has been the leading male grooming brand in Vietnam with the heritage image of Real Men. However its larger-than-life, action-filled, global spy-hero image has been facing a challenge with today's youth for whom the definition of masculinity is

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