Personal Care
Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
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2006 SILVER
How Dirty Boys Get Clean
The 2005 launch of Axe shower gel was the first expansion of the Axe brand outside underarm protection. The challenge was to spark strong sales quickly while not diluting the essence of the Axe brand, which was tied to the production promise of a deodorant body spray that smells good. The campaign made Axe the No. 1 brand of men's shower gel (dollar share) by August while bolstering brand credentials with imrpoved scores in statements of "cool," "masculine" and "up-to-date."
Brand:
AXE
Client:
Unilever
Agency:
BBH
Language:
English
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
Lifebuoy Shampoo
Lifebuoy Shampoo - Onion, Naturally Strong
Spa
Más que Arte es renovARTE
Close Up
As soon as you open your mouth
