Alexander MacMillan Whiteway - BRAND STRATEGY
 

UNILEVER AXE CANADA

 

Project Description

Client : Unilever Axe Canada

Location : Toronto, Ontario, BC

Target : Young Men 21 - 35

The Ask :  Analyze research data provided by a third party consultancy in order to reposition Axe to increase sales across the entire mens grooming product line. 

The Challenge : Axe was a brand built on attraction, and had been targeting young men ages 15 -24 since its introduction into the market in 1983`. Today, the question as to what a woman defined as attractive  in a man  

The Opportunity :  Target slightly older men. This target market of men age 21 - 35 has more disposable income and more confidence in knowing themselves as a unique individual. Thus, they are less prone to align with the stigmas of what it means to be an attractive man.

The Solution : By repositioning the brand to increase market penetration of men in their mid 20's and convert perceptions of axe to a Mens Grooming Brand, not just a mens fragrance, Axe would suit the need of their newly defined target market and see an increase in sales.

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MY WORK

Brand Manager

In-Depth Research

Market Analysis

 

TEAM

Alexander M. Whiteway

CATEGORY

#brandrepositioning

#marketanalysis

#mensgrooming

#uniqueindividuals

#findyourmagic

 
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