HOW AXE CONQUERED JAPAN
Two spots from the Japanese launch of Axe. The core benefit - Axe gives you the edge in the battle of the sexes - was delivered via the “soldiers of love” concept. This was the core idea of an integrated campaign spanning TV, Outdoor, POS, print, billboards, web and mobile.
Results: Unilever’s most successful launch for Axe.
Global Gold Effie winner: Japan’s first..