Cannes Lions

AXE DEODORANT

INITIATIVE, Bogota / UNILEVER / 2006

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Overview

Entries

Credits

OVERVIEW

Execution

Every man that came to use the hand-dryer was directly exposed to the graphic piece and involved in a multisensorial experience. The feeling of staying dry became immediatly linked with the benefit/message of the new antiperspirant variant of Axe. The media vehicle became part of the advertising message.

Outcome

Hand-dryers made part of a multimedia campaign that helped Axe to:> increase sales in 35%.> recover the Deo-category leadership in Colombia.> achieve 2% in market penetration.

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