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The Evolution Of Unilever's AXE: From Babe Magnet To Personal Guru

This article was originally published in The Rose Sheet

Executive Summary

AXE is taking a "bold new direction" with its marketing, encouraging men to celebrate their uniqueness and look to AXE for its product innovations and grooming advice, rather than the brand's irresistible aphrodisiac powers promoted in the past. The Unilever unit is targeting new "Find Your Magic" messaging to consumers in the US and abroad with cross-channel advertising, including a video created by 72andSunny Amsterdam.

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