Axe was communicated as a brand for young guys. Brand which makes them feel attractive to girls. However, during last few years masculinity and attractiveness definitions have changed. Therefore, previous communication strategy was inconsistent with cultural reality and ceased to be effective. It was a challenge to change the brand image and consumers’ perception. Now, AXE should be a brand which helps its users to find and emphasize their own strength. The objective was to show men that everybody has something unique what makes them become the most attractive version of themselves.

Internet was a leading medium. Trough social media we precisely target to M 17:35 and adapt creatives according to their interests. Display campaign guaranteed high awareness.

In cooperation with VICE we created a dedicated platform, where we gave the voice to men who have found their personal magic so as to inspire the other people to look for their own magic too. The section consisted of specific stories regarding men’s passions, way of thinking, living as well as photo shoots, video and graphic materials.

In TV we used the opportunity to catch the audience of million people focused on EURO 2016. We prepared creations referring to the movie and linked them with Polish national team matches. They were emitted at dedicated section in mobile and were dynamically changed depending on the match results.

As support of main communication we used cinema.