Repositioning the AXE brand with Caroline Gregory, Global Brand Director at Unilever and Elizabeth Paul, CSO, The Martin Agency
The brand that once expressed its essence - attraction - in terms of one dimensional women drawn uncontrollably to the Axe guy, is reinventing itself. From “Spray Axe, get girl” to “Spray Axe, open possibilities,” it now reflects how the playground of attraction has broadened.