Axe. Individuality.

Global brand positioning, product positioning and creative platform.

The Axe Effect had lost its effect. While the male grooming category was booming, Axe was stagnating in the pre-pubescent, culturally outdated world of “spray to get laid.”

We shifted the brand positioning from traditional masculinity to individuality; the brand role from conquest to connection; and the product promise from “buy the magic in the can” to “find the magic in you.”