AXE 3: The Power of Mixing and Matching

One of Unilever’s most renowned brands, AXE deodorant, recently went to market in Argentina with a new product concept and communications strategy. In order to increase consumption of its product, Unilever created “AXE 3”, a combination of two already-existing AXE deodorants mixed into a third fragrance. In order to convey this innovation, Unilever’s agency developed a media-neutral campaign where “mixed fragrances” corresponded to “mixed women.” The idea was to show men the power of mix and matching women with different tastes and preferences.

Initially, the launch consisted of TV and billboards, as well as flyers that showed how men could match up different parts of the female body. The second phase consisted of interactive billboards where men could vote on their favorite combinations through their mobile phones or the AXE website. These virtual combinations then became incorporated by real women who went out to radio shows and strategic points of sale asking men to vote for them. The winning combo was shown on billboards throughout the city of Buenos Aires.

As a result, the campaign reached high levels of awareness and engagement. In Latin America, the campaign generated a 35% rise in consumption per application. Usage in grams increased 50% for the hybrid product and the product’s life cycle reduced by 10 days due to the increased usage. Market share went up 2% with 10% incremental turnover.

At the very least, a great example of how to integrate product and communication concepts.

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