Project Description

Client : Unilever Axe Canada

Location : Toronto, Ontario, BC

Target : Young Men 21 - 35

The Ask :  Analyze research data provided by a third party consultancy and develop a strategy in order to reposition Axe Canada to increase sales across the entire mens’ grooming product line.

The Situation : Axe was a brand built on attraction, and had been targeting young men ages 15-24 since its introduction into the market in 1983. Today, we’re learning that what a woman finds attractive in a man is not what it used to be. They prefer authenticity and uniqueness… which often leads to weird beauty.

The Opportunity :  Shift the target market to reengage with the same group of men that have now grown into themselves.

The Solution : By repositioning the brand to increase market penetration of men in their mid 20's and convert perceptions of axe to a Mens Grooming Brand, not just a mens fragrance, Axe suits the need of their newly defined target market and see an increase in sales.

←   Previous

Next   →