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

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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.

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This story first appeared in the Oct. 19, 2020, issue of Adweek magazine. Click here to subscribe.