Unilever CMO on “What makes Axe click?”

Keith Weed discussed the “Axe Effect”

Speaking from Cannes Lions, Keith Weed, Unilever CMO, discussed the secret behind Axe’s success over the past thirty years.

He brought out some milestones brand Axe has achieved since its launch and said, “Axe has reached 1.8 billion consumers in 60 countries worldwide. Sixty per cent of the 12 to 16 age group in the UK uses Axe (called Lynx in the area). It’s been the brand that has made teens to adults. All of this has been achieved with one single thought: ‘Axe gives guys the edge with girls’.”

He noted that the deo was launched in the 80’s, when ‘skin care was unheard of’. In the 90’s, dating became an in thing among youngsters. Failure scared young boys; hence was born ‘The Axe Effect’…

More on Campaign India.

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