Cannes Lions

AXE DRY ANTI-PERSPIRANT

LOWE/SSPM, Bogota / UNILEVER / 2006

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Overview

Entries

Credits

OVERVIEW

Execution

The media innovation to solve this problem, consisted of painting a Stencil T- shirt on the walls in which water drains appear. This drain will fit in with the point of the armpits.

Beside this painting we used the text: “Use Axe Dry”.

We used it near bars and universities, just where a young guy has a high possibility of sweating.

Outcome

The launch of Axe Dry was the most successful for the brand in the country´s history, increasing from 8% to 16% of the market share.

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