Axe Has Matured Into a Brand That Wants to Empower Its Mostly Male Teen Users

The sweet and woody body spray made quite a transformation since its debut

Photo of Axe deodorant
Axe originated in France in 1983, though what one might call its cultural debut came in 1995 when BBH London won the account. Axe

In 2006, a one-minute spot hit American TV sets (YouTube was barely a thing yet) and promptly made history—at least in the world of deodorant.

This story first appeared in the Oct. 19, 2020, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.