Axe /Brand Experience and Brand turnaround
Brand it like a startup
Reinventing a brand for Gen Z
Insight
Size doesn’t matter
Axe was facing losses in market share in the USA caused by disruptive competition from personal care startups, changes in people preferences and brand expectations.
Challenge
How could we make Axe cool again?
Idea
The business of the hype
Gen Z’s favourite fashion and lifestyle brands behave in a disruptive way, breaking decades-old rule books. Digging into drop, creators and community culture, we created a vision and roadmap for brand transformation featuring business experiments, creative pilots— all inspired by agile principles.
Impact
Pilot first. Scale later.
We introduced creative and business experiments to test and scale our hypothesis before investing large rescuers.
Deliverables
analysed commercial and financial data
researched the market, category and audience
researched challengers business models and consumer experiences, generating insights from startups
co-designed and co-led workshops, creative brainstormings
defined business experiments, the KPI framework
co-designed creative pilots to confidently scale brand experience