INSIGHT
In analyzing customer data, we learned Axe's Amazon customers were also buying diapers and laundry pods. It wasn’t college guys after all, but moms of high school boys, who dreaded having the “teen hygiene” conversation.
APPROACH
We knew we had to position Axe as the perfect way for both audiences to avoid awkward by letting the brand, products, and most importantly, the customer do the talking.
SOLUTION
An awkward photoshoot and a real-world tone appealed to both on a Custom Landing Page, and by running two campaigns simultaneously, we spoke to moms and sons about the issue separately—so they didn’t have to.
