Axe: Moms of smelly teens

Axe needed to get their products into the hands and onto the bodies of their biggest customers, college males. Or so they thought.

Analysis of Axe's Amazon data revealed an unexpected consumer group: moms of high school boys, also buying diapers and laundry pods. The challenge was positioning Axe as a solution for both moms and teens to sidestep awkward hygiene talks. A strategically awkward photoshoot and relatable tone were deployed on a Custom Landing Page. Dual campaigns were run, effectively targeting moms and sons separately, allowing the brand to address the hygiene issue so they didn't have to.