Give the marketers at Axe another round of applause.
Simply put, they just get what their brand means and know how to bring this understanding to life with compelling messages to their customer base.
It’s a great lesson for all marketers. Success starts with solid customer understanding and clear brand definition: positioning, personality, etc. Marketplace success requires the ability to brief and collaborate with talented partners who create the marketing communications that keep the brand on-strategy, top-of-mind and relevant with customers. And success is durable because the brand management team has a fact-based commitment to stay-the-course (or switch gears if required).
The latest Axe brand communication is Showerpooling, a social media-driven marketing campaign that integrates the Axe brand essence with a tongue-in-cheek nod to environmentalism: “When you Showerpool, you can save water while enjoying the company of a like-minded acquaintance, or even an attractive stranger.”