Attention, men. If your body wash makes you feel like a muscle-bound rage monster, or a cologne-oozing nightclub sleaze, Dollar Shave Club wants you to consider a simpler option.
CANNES, France—How does a global marketer like Unilever put the focus on the individual consumer? At scale, of course. "We have gone from mass marketing to mass customization," said Keith Weed, the chief marketing and communications officer of the CPG giant, at a Cannes Lions talk with the lofty title "The Future of Marketing."
Consumer packaged goods aren't usually considered a creative canvas for agencies. But these six campaigns proved otherwise—showing that even staid categories can be fertile ground for fascinating creative ideas, and massive viral hits.
Axe on Wednesday killed a campaign from DDB Puerto Rico that dealt in regressive, simplistic notions of male-female relationships, signaling once again the Unilever men's personal care brand's newfound preference for more grownup messaging about attraction.
UPDATE: This survey seems to have been taken down. We are inquring with DDB about whether the campaign has been ended. Original story below: Since Axe is all about helping its male consumers out with the ladies, why not just let them know exactly what women want? Axe Puerto Rico and DDB decided to do just that—so they conducted The Sexy Beast Survey, which sounds like an enlightened, fun idea in keeping with the newer, more progressive Axe branding. Until you think about it for a minute.
Earlier this month, Axe released its latest campaign, "Shower Thoughts." It was quickly accused of being stolen
There's no solid way of predicting what might go viral on the Internet or when. So when a brand can hop on board in a moment's notice, the results can be rewarding—or at the very least, applause worthy. And when a new teen-turned-meme video took the Internet by storm this week, a couple of brands were quick to hop on the train.
Axe has enjoyed such a positive reaction to its "Find Your Magic" campaign, launched earlier this month, that it's bringing a 30-second version of the anthem TV commercial to the Super Bowl.
For years, the Axe brand was pretty one-dimensional. It appealed to bros with comical, hyperbolic ads about how Axe would turn them into chick magnets.
Approaching creative challenges with an inventive spirit has never been more important. The worlds of marketing and media are being rapidly reshaped by data and technology, but interactive innovation only […]