Product details

Unilever introduced AXE body deodorant in the US market in 2002. The launch signalled the birth of a new male grooming product, body deodorant with odour controlling properties. In 2004, within two years of the launch, AXE became the leading brand in the $1.3 billion US men''s deodorant market with an 80% market share, and a 13% share in the deodorant market. By 2005, AXE was the fastest growing deodorant brand and had achieved sales of over $100 million. Unilever made use of TV advertising, interactive consumer destination events linked to the product website and on-line video games to promote the product among the young males from the 18 to 34-year olds. The case talks about the direct promotion strategy, where viral marketing played a major role, adopted by Unilever to tackle competition in this segment. A structured assignment ''505-118-4'' is available to accompany this case.