True

axe

New global campaign for Axe focuses on slow dates and long-lasting fragrance
axe lola mullen lowe By Alessandra Scotto di Santolo

The campaign has been created by Madrid-based Lola MullenLowe.

Unilever's Samir Singh: Sustainability shouldn't burden consumers with guilt or expense
axe cmo dove Lifebuoy rexona samir singh unilever By Rahul Sachitanand

In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition.

The scent of a gamer: Lynx tie-in with Xbox debuts, with a dull film
axe unilever By Ad Nut

An inexplicable dual-branded product line launches in ANZ with a four-minute paint-by-the-numbers film about a socially awkward guy who (spoiler alert) gets the girl in the end.

"What about poor men?" Cannes panel gets stuck into gender debate
axe gender gender equality unilever By Robert Sawatzky

A Cannes Lions panel determines masculinity itself is not under threat, just the outdated notions of it.

Axe/Lynx's top marketer on helping men break out of the 'Man Box'
axe gender marketing unilever By Emily Tan

The brand once known for baudy, objectifying ads is now trying to help men escape a harmful concept of masculinity.

Sexual initiative in India: A new kind of female agency
axe bollywood india marketing women By Mili Sethia

Mili Sethia of Flamingo India examines a new ad campaign that presents a modern vision of what's sexy: women who decisively act on their desire.

Unilever selects OgilvyOne as Axe’s digital agency in Indonesia

axe By Sophie Chen

SINGAPORE - Unilever Indonesia has appointed OgilvyOne as digital agency of record for Axe.

Axe's Blast outperforms Ranbir Kapoor's star power

axe bbh india marketing By Staff Reporters

INDIA - A chauffeur wearing Axe's newest fragrance gets more female attention than even Bollywood star Ranbir Kapoor in a new TVC for Hindustan Unilever by BBH Singapore and Bang Bang Films.

OPINION: Marketers must ask questions with only one answer
axe brands marketing By Adam Morgan

Rather than making statements or promises, brands should think in terms of stimulating questions, writes Adam Morgan, founding partner of eatbigfish.

Unilever selects Lowe Vietnam for Axe creative duties
axe unilever By Susie Sell

HO CHI MINH CITY - Lowe Vietnam has been selected to handle creative duties for Unilever’s male grooming brand Axe.

BBH, Axe kick off 'Smell sweet not sweaty' campaign
axe By Staff Reporters

ASIA-PACIFIC - BBH Asia-Pacific has launched a regional integrated campaign titled 'Smell sweet not sweaty' for male deodorant brand Axe.

Holmes & Marchant scoops Unilever design brief for Axe in Singapore
axe design unilever By Staff Reporters

SINGAPORE - Packaging design specialists Holmes & Marchant have picked up a major structure and graphics project for Unilever’s Axe brand. The business was won following a pitch in Singapore.

CASE STUDY: Axe raises both laughs and profits in Japan
axe case study japan mindshare tv By Staff Reporters

Mindshare, ADK and men's deodorant brand Axe teamed up to lift the product's profile in Japan and move it away from a positioning that did not resonate domestically. A TV tie-in was used to groundbreaking effect.