Unilever (Home & Personal Care)

Andrea McGovern Galo, Brand Manager
Alison Zelen, CMI Manager
Esther Lem, VP Mktg./Brand Development - AP Deo
Diggi Thomson, Brand Dir.
Ami Striker, Brand Manager
David Rubin, Brand Manager

BBH *Lead Agency

Robin O'Neill, Account Planner
William Gelner, Group Creative Dir.
Emma Cookson, Global Head of Planning
Kirsten Flanik, Group Account Dir.
Rob Thorsen, Account Dir.
David Terry, Group Planning Dir.

AXE had become the world's #1 male toiletries brand based on a proven model. However, when launching into the US last year, AXE faced significant pressure from distributors like Wal-Mart that would cause us to accelerate the way the brand goes to market. That is, we needed to meet aggressive awareness, sales, share and repeat goals within our first year or we would likely be de-listed. By thinking outside the box of a traditional packaged goods or youth brand, and anticipating any and all potential hurdles to growth, the launch of AXE resulted in significant awareness and understanding of the product and brand promise, sales that beat the typical launch model and proved the US as a valuable global market, share levels that surpassed established brands and repeat that shows AXE has grown a loyal user base.