Client : Unilever Axe Canada
Location : Toronto, Ontario, BC
Target : Young Men 21 - 35
The Ask : Analyze research data provided by a third party consultancy in order to reposition Axe to increase sales across the entire mens grooming product line.
The Challenge : 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, the question as to what a woman defined as attractive in a man
The Opportunity : Target slightly older men. This target market of men age 21 - 35 has more disposable income and more confidence in knowing themselves as a unique individual. Thus, they are less prone to align with the stigmas of what it means to be an attractive man.
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 would suit the need of their newly defined target market and see an increase in sales.
Alexander M. Whiteway