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    HUL LIME 13 Case Submission

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    Sneha Jha
    Axe is facing declining sales due to changing consumer trends toward less deodorant use and concerns about chemical ingredients. Their target audience of men aged 15-40 worry about chemicals and prefer natural products. It is important for Axe to solve this problem to regain market share. Axe traditionally used strong-scented advertising targeting young men, but now needs to change their image to appeal to a wider audience and address concerns about chemicals. Their new campaign will feature a black and white mixed bottle with two fragrances and position Axe as an innovator through fun and humorous ads depicting how the product allows people to live different lives.

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    HUL LIME 13 Case Submission

    Uploaded by

    Sneha Jha
    44 views1 page
    Axe is facing declining sales due to changing consumer trends toward less deodorant use and concerns about chemical ingredients. Their target audience of men aged 15-40 worry about chemicals and prefer natural products. It is important for Axe to solve this problem to regain market share. Axe traditionally used strong-scented advertising targeting young men, but now needs to change their image to appeal to a wider audience and address concerns about chemicals. Their new campaign will feature a black and white mixed bottle with two fragrances and position Axe as an innovator through fun and humorous ads depicting how the product allows people to live different lives.

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    HUL LIME 13 Case Submission (1)

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    Axe is facing declining sales due to changing consumer trends toward less deodorant use and concerns about chemical ingredients. Their target audience of men aged 15-40 worry about chemicals and prefer natural products. It is important for Axe to solve this problem to regain market share. Axe traditionally used strong-scented advertising targeting young men, but now needs to change their image to appeal to a wider audience and address concerns about chemicals. Their new campaign will feature a black and white mixed bottle with two fragrances and position Axe as an innovator through fun and humorous ads depicting how the product allows people to live different lives.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    44 views1 page

    HUL LIME 13 Case Submission

    Uploaded by

    Sneha Jha
    Axe is facing declining sales due to changing consumer trends toward less deodorant use and concerns about chemical ingredients. Their target audience of men aged 15-40 worry about chemicals and prefer natural products. It is important for Axe to solve this problem to regain market share. Axe traditionally used strong-scented advertising targeting young men, but now needs to change their image to appeal to a wider audience and address concerns about chemicals. Their new campaign will feature a black and white mixed bottle with two fragrances and position Axe as an innovator through fun and humorous ads depicting how the product allows people to live different lives.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 1

    HUL L.I.M.

    E 13: Stage 1 Submission


    HUL Brand that you have picked up : AXE
    1. CONSUMER TREND/S YOU’VE CHOSEN AND WHY? (75 words)
    Covid-19 restrictions have accelerated the trend towards declining deodorant use. The more relaxed
    approach towards personal grooming routines has been particularly noticeable among the young,
    which is likely a result of going out less. Consumers spending more time at home, and exercise routines
    split across the day, has also meant it is easier to jump in the shower to wash, as opposed to using a
    deodorant.

    2. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)


    Target audience for this brand is both men in the age group of 15-40. Worry over the use of
    chemicals in deodorants is also deterring usage among consumers and deodorant users are more
    interested in buying deodorants formulated with natural ingredients. Consumer perceptions about
    deodorants being harsh on skin and causing allergies, are also the issues that affect sales.

    3. WHY IS IT IMPORTANT TO SOLVE THIS PROBLEM? (75 words)

    Axe has been facing losses since 2013, the techniques used by Axe to promote its campaign
    has been copied time and again by its competitors. Due to the changed dynamic in market,
    where consumer are becoming more aware of the products, Axe, due to its well established
    brand name, has an opportunity to penetrate the market again.

    4. PRODUCT DESCRIPTION (75 words)(Leave blank if your idea doesn’t have a product innovation)

    5. COMMUNICATION CHALLENGE (100 words)


    a has traditionally used TV advertisement and Hoardings as its main communication channel. Its
    Axe
    advertisement have often been placed in the seduction category, targeting only the male youth and
    its deodorants are considered to be strong.
    The challenge here is to change the perspective how people view Axe deodorants. Rather than
    being viewed as a strong scented body deo only for men, it should be seen as a classic body spray
    for all categories.
    Another challenge is, use of chemicals in the product. Axe should be more exclusive and let people
    know what are the constituents of its product.
    6. CONSUMER INSIGHT (50 words)
    Sweat is essentially odourless until bacteria ferment it, which is when people reach for deodorant or
    antiperspirants. These are more than scented sticks or sprays and serve different purposes
    depending on the consumer’s needs. The insecurity that powered the Axe Effect attracts men to buy
    the deodorant to become charismatic.

    7. CAMPAIGN IDEA (50 words)


    The new campaign aims to connect with the youth by way of mixing fun along with a humorous
    plot. Introducing the Axe in a form of never seen before Black & White mix bottle with 2 distinct
    fragrances in a single pack. The campaign aims at positioning the brand as an innovator.

    8. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)


    The campaign would be set in a modern day with nostalgic 90s theme, including a 3-film ad series,
    based on young protagonists who are caught in tricky situations, where bizarre lies are the only way
    out for them. Black & White deo, which eventually helps them get an idea for an escape from reality
    and live two different lives handling the dark and bright imagination until they realise who they
    actually are. Axe has been continuously depicting how it can change lives, and through this campaign,
    axe can help view lives in different styles as well. The idea helps unveil the product and adds a fun
    memorable moment for the audiences.

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