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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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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"The Detailer helps to build the clean credentials, and we have strong data that it helps drive the conversion from bar soap to body wash." 1

- Todd Tillemans, General Manager, skin care division, Unilever, in 2009

Introduction

In 2009, consumer packaged goods giant Unilever's 'Guywash' campaign for the Axe Detailer Shower Tool won the 2009 Gold Effie Award2 for the most effective marketing campaign in the New Product or Service category. Released in 2009, the campaign conceptualized the shower tool as a car wash for men with cleaning stations for different body parts. The campaign reportedly increased the sales of Axe Shower Gel in the US by 17%.3

Launched in 1983, Axe was Unilever's largest selling personal care brand for men and was marketed in over 60 countries worldwide.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Axe Detailer: Initiating a Change in Men's Showering Behavior - Next Page >>


1] Andrew Adam Newman, "Adding a Masculine Edge to Body Wash," www.beiersdorfusa.com, September 7, 2009.
2] Started in 1968 by the American Marketing Association, New York, the Effie awards are marketing communications awards which recognize excellence in advertising. The Effie Awards are given annually by Effie Worldwide, Inc., a non-profit organization which provides information related to effectiveness in marketing communications.
3] Shareen Pathak, "'Clean Your Balls' With Axe's Aaron Calloway," http://sales-jobs.fins.com, February 1, 2011.


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