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.
You may also be interested in...
Unilever’s Dove Recommits To ‘Real Women’ Against Rising AI Threat
Unilever PLC’s Dove and Baby Dove brands continue tackling prominent social causes with a vow to be responsible about representing women realistically in advertising in the age of AI and a renewed commitment to closing the Black maternal care gap.
Unilever’s New Dove, Suave Initiatives Have One Big Thing In Common: Millennial Appeal
Anyone doing a Google search for “millennial values” is bound to run quickly into terms like inclusivity and authenticity. New initiatives from Unilever’s Dove and Suave brands show a savvy company working to tap those principles and leverage them into relationships with the world’s biggest-spending generation.
RetroBrands’ Licensable Portfolio Offers Trip Down Memory Lane
Company’s M.O. is snatching up trademarks that have fallen into disuse and licensing them to parties with the means to breathe new life into vintage brands. RetroBrands currently is seeking a partner for Hai Karate, a dangerously alluring aftershave brand that Baby Boomers may recall, while battling Unilever for ownership of Sunsilk rights in the US.