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Published by:
El Izi Communications Consultancy UK Ltd (2019)
19 minutes
Data source:
Field research
File size 974.6MB. Click for more information.


In the case we learn about Axe brand's communication strategy as a Unilever brand in men's grooming category. Throughout the case we observe how Axe has actually evolved its communication strategy over the years in Turkey, both internationally and locally, to be able to stay relevant to its current customers. Seyda Moran, Unilever Deodorant Category Manager explains that Axe was launched in Turkey in 1986, using its international brand promise of 'female attraction'. As gender equality gained more and more attention over the years, Axe also felt the need to revisit its own communications strategy. After 2010 special attention was paid to stay away from gender specific stereotyping in brand communication globally. In the case, we see different examples of global advertising campaigns in use. For instance, we observe Axe using its international launch campaign in Turkey in 1986, with few adaptations. However, in 2017 we observe Axe using its international communication strategy, with a totally new local execution. So, the case enables to go through different examples of total standardization - total adaptation communication campaigns, supplied by the same brand over a 30-year period. In the Q&A section, some international marketing and advertising concepts are explained through Axe campaigns.


International marketing; Global advertising; International brands; Turkey; Emerging market; Male grooming; Unilever; Axe

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