Axe Detailer: Initiating a Change in Men's Showering Behavior

            
  
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Case Details:

Case Code : MKTG274
Case Length : 13 Pages
Period : 2008-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Unilever Plc
Industry : Consumer Packaged Goods
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts Contd...

Dirty Night Determinator

To support the launch of the Axe Detailer Shower Tool, Axe partnered with mobile advertiser Greystripe Inc in February 2009 to launch a flash game called 'Dirty Night Determinator' on iPhones . Basically, the game was an adaptation of Axe's successful online game, where the users interacted with the ad to calculate how dirty their night had been...

'Clean Your Balls' Campaign

Though the Axe Detailer had a successful launch, it was reported that there still was a section of the target audience which had not tried the shower tool. In order to increase awareness of the product and to cross-sell it with the shower gel, Axe came out with another campaign called 'Cleans Your Balls'...

 Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Looking Ahead

Men's formulas were growing steadily from a 17% share of overall category revenue in 2005 to 28% in 2009. In 2009, Men's toiletries sales increased by 6.3% to US$12.55 billion. Axe was ranked number two in the global men's grooming market in 2009 with a share of 7% in the total body wash market...

Exhibits

Exhibit I: The Axe Detailer Shower Tool
Exhibit II: Print Ads of Axe Detailer
Exhibit III: Axe Shower Gel Sales Growth
Exhibit IV: Positioning Response for the Guywash Campaign
Exhibit V: Images from the Dirty Night Determinator
Exhibit VI: Best Advertising Campaigns (2010)
Exhibit VII: Global Men's Grooming Brand Ranking (2009)

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