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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"The Detailer helps to build the clean credentials, and we
have strong data that it helps drive the conversion from bar soap to body wash."
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- Todd Tillemans, General Manager, skin care division, Unilever, in 2009
Introduction
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In 2009, consumer packaged goods giant Unilever's 'Guywash' campaign for the Axe Detailer Shower Tool won the 2009 Gold Effie Award2 for the most effective marketing campaign in the New Product or Service category. Released in 2009, the campaign conceptualized the shower tool as a car wash for men with cleaning stations for different body parts. The campaign reportedly increased the sales of Axe Shower Gel in the US by 17%.3
Launched in 1983, Axe was Unilever's largest selling personal care brand for men and was marketed in over 60 countries worldwide.
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