Defining & Communicating The New Axe Effect

Helping Axe/Lynx re-articulate who they are in the world, we went on an extensive journey with them, using a plethora of innovative approaches to uncover the ‘magic’ that used make the brand great, and apply that to modern culture. 

From early-stage research with ‘old Axe’ men (now in their 40s), through to Gen Z influencers and experts in modern masculinity, we helped uncover what a new vision for the brand might look like. Iterative, agile advertising development finished the process – helping them select an agency in a pitch situation, developing and fine tuning the new campaign idea in partnership with them. 

‘The new Axe effect’ campaign resulted in a lot of positive publicity and exposure for the brand, also winning an Effie in 2021.