CLIENT
UNILEVER (
Caroline Gregory, Global Brand Director
Daniela Curiel, Sr. Global Brand Manager
Augusto Garzon, Global Brand VP
AGENCY
Taylor Wiegert, VP, Group Planning Director
Stuart Hayhurst, Planning Director
Mik Manulik, VP, Creative Director
Garrick Sheldon, Associate Creative Director
Rahim Masunu, Associate Creative Director
Gillian Merrill, VP, Group Account Director
Pete Norquist, Account Director
Becki Smith, Account Supervisor
Natalie Meyer, Sr. Project Manager
Emily Delius, Sr. Art Director
Dallin Slavens, Copywriter
Sophie Marsden, Art Director
Jacob Knight-Thomas, Copywriter
Brett Alexander, SVP, Managing Director, Head of Production
Jacob Munson, Producer
Gloria Gutierrez-Anderson, Associate Director, Business Affairs
Ashley Marshall, Executive Creative Director
Dylan Webb, Art Director
M&C Saatchi Sport & Entertainment North America
Mindshare
Interpublic Group
Federico Duberti, Global Business Lead
Gerard Crichlow, Global Strategy Director
SUMMARY
AXE was seen as overpowering and cheap. Facing flattening demand, AXE needed to premiumize its portfolio with The Fine Fragrance Collection.
We had to build AXE’s premium fragrance credibility to drive extension adoption and reinvigorate retailer confidence.
We leaned into Gen Z’s redefined version of premium, adopting their premium symbology and flipping their cheap and overpowering perception of AXE on its head. The result was AXE’s best performing innovation since 2010 and the best innovation for US personal care in 2023, making AXE the cologne game’s new G.O.A.T.
