Axe Detailer: Initiating a Change in Men's Showering Behavior

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Case Details:

Case Code : MKTG274
Case Length : 13 Pages
Period : 2008-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Unilever Plc
Industry : Consumer Packaged Goods
Countries : US

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

Unilever, an Anglo-Dutch company, was formed in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Union. The merged unit formed two separate entities known as Unilever Plc in London and Unilever NV in Rotterdam, the Netherlands...

Extending the Brand into Shower Gels

Inspired by the success of Axe Deodorant in the US, Unilever decided to extend the brand by launching a new range of shower gels. In 2004, the Axe Shower Gel was introduced in various fragrances and with different flavor names...

Promotional Campaigns for Axe Detailer

Analysts attributed the growth of the Axe brand to its innovative promotional efforts which focused on the 'Boy gets Girl' theme. Axe ran campaigns focusing on how its products increased the sexual appeal of young men...

'Guywash' Campaign

Following the launch of the Detailer, Axe launched a carwash-themed campaign called the 'Guywash' in July 2008. Developed by Bartle Bogle Hegarty (BBH) New York, the campaign conceptualized the shower tool as a car wash for men, with different cleaning stations for different body parts...

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