Reintroducing a more progressive Axe to millennials

Uruguay

Axe

Find Your Magic

Objective

Axe needed to update its sexist and misogynistic perception in a genuine and authentic way that would be believable in a progressive country like Uruguay.

Solution

Axe had to convince millennials that this wasn’t just for a TV spot, but an actual change in belief. It chose local brand ambassadors who had already broken social barriers and stereotypes, to help build awareness for Axe’s new positioning. This led to Axe becoming a brand with a point of view and being seen as a company that wasn’t afraid of debating relevant topics facing Uruguayan millennials.

Results

0 12MM Twitter impressions

94% Target reach

183% ROI