Unilever Canada: Redefining the AXE Brand
(6 pages of text)
In 2015, AXE, one of Unilever’s largest and most well-known personal care brands, was experiencing challenges in growing sales across its full product portfolio. Historically, AXE’s unique activations and campaigns had been successful in generating high brand awareness and, ultimately, driving sales in Canada. However, sales growth had slowed over the past three years, and the AXE team wondered whether the brand’s current messaging still resonated with consumers. The previous year, Unilever’s global consumer insights team had conducted significant research to better understand the AXE consumer. The company now needed to prepare and present a client brief to AXE’s advertising agency in preparation for a major 2016 campaign.
This case is intended for an introduction to marketing course at the MBA or Honors HBA level, or for a course focused on developing strategic recommendations for consumer brands, such as a consumer brands course. This case can also be used in an introductory advertising course, such as advertising and promotions, or a course focused on consumer insights. After completion of this case, students will be able to:
- draw implications from data to guide brand communications decisions;
- explore demographic and psychographic segmentations in the context of an emotional marketing strategy;
- have a basic understanding of the relationship between consumer insights teams, brand managers, and agencies; and
- gain experience in creating a client brief.
Canada, Large, 2015
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