2009 GOLD

NEW PRODUCT OR SERVICE

AXE DETAILER: THE MANLY SHOWER TOOL

AXE SHOWER, UNILEVER

Alison Clark, Sr. Brand Mgr.
Allison Howitt, Consumer Mkt. Insight Dir.

BBH

Bryan Smith, Deputy Head of Planning
Armando Turco, Acct. Dir.
Amee Shah, Creative Dir.
Matt Ian, Creative Dir.
Shane Chastang, Acct. Mgr.

MINDSHARE

Joe Maceda, Assoc. Dir.

EDELMAN PUBLIC RELATIONS

Jay Porter, Sr. VP

INTEGRATED MARKETING SERVICES

Valerie Bernstein, Sr. Acct. Dir.

Axe shower gel faced a challenge that communications alone couldn't solve. While guys loved the brand, they were still using their grandpa's bar soap, and nothing could get them to give it up. So the brand invented a new kind of product to turn Axe shower gel into a Trojan Horse that rendered bars obsolete: the first manly shower tool. Called the Detailer, it was introduced in a cheeky carwash-themed campaign. It's now the best-selling product in the entire Axe portfolio and has helped lift Unilever's shower gel sales by 17%.