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

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