Personal Care
Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
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PROGRAM
2004 GOLD
Making AXE Big & Cool...Fast!
AXE had become the world's #1 male toiletries brand based on a proven model. However, when launching into the US last year, AXE faced significant pressure from distributors like Wal-Mart that would cause us to accelerate the way the brand goes to market. That is, we needed to meet aggressive awareness, sales, share and repeat goals within our first year or we would likely be de-listed. By thinking outside the box of a traditional packaged goods or youth brand, and anticipating any and all potential hurdles to growth, the launch of AXE resulted in significant awareness and understanding of the product and brand promise, sales that beat the typical launch model and proved the US as a valuable global market, share levels that surpassed established brands and repeat that shows AXE has grown a loyal user base.
Brand:
AXE
Client:
Unilever (Home & Personal Care)
Agency:
BBH
Language:
English
FINALISTS
Close Up
As soon as you open your mouth
Closeup
Getting young Egyptians to ‘care’ about oral care
P&G Always
The Not Hot Periodwear
