AXE (LYNX) is Unilever's leading male grooming brand present in over 90 countries worldwide. Latin America is the region where the brand is most successful in terms of both penetration and market share.

The deodorant business is divided into two different clusters and communication tiers according to brand performance in different regions: New Variants and Limited Editions. They are both key parts of AXE’s recruitment and portfolio update strategy, keeping the brand proposition fresh, interesting and relevant.

This case tells how we managed to uncover and follow a common thread that spanned accross a cultural insight rooted deep within our target audience's lifestyle, the brand's new product proposition and most importantly: women.

This is the story behind AXE Bodyspray Latin American 2013-2014 Limited Edition - ‘Random’.