Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
Guard Your Manhood
4 million men in America suffer from incontinence, yet the conditions attached to an emasculating stigma. Of the 20% of men who address it with an absorbent product, 63% use a feminine product, or lack awareness of anything besides adult underwear. Depend needed to make men aware they could get light-end masculine protection. Within a manly campaign featuring football legend Tony Siragusa, he showed guys how to guard their manhood with Depend Guards & Shields. Depend brand affinity increased by 52%, which is a massive success for this category.
Agency: Ogilvy & Mather
How Dirty Boys Get Clean
The 2005 launch of Axe shower gel was the first expansion of the Axe brand outside underarm protection. The challenge was to spark strong sales quickly while not diluting the essence of the Axe brand, which was tied to the production promise of a deodorant body spray that smells good. The campaign made Axe the No. 1 brand of men's shower gel (dollar share) by August while bolstering brand credentials with imrpoved scores in statements of "cool," "masculine" and "up-to-date."
Making AXE Big & Cool...Fast!
AXE had become the world's #1 male toiletries brand based on a proven model. However, when launching into the US last year, AXE faced significant pressure from distributors like Wal-Mart that would cause us to accelerate the way the brand goes to market. That is, we needed to meet aggressive awareness, sales, share and repeat goals within our first year or we would likely be de-listed. By thinking outside the box of a traditional packaged goods or youth brand, and anticipating any and all potential hurdles to growth, the launch of AXE resulted in significant awareness and understanding of the product and brand promise, sales that beat the typical launch model and proved the US as a valuable global market, share levels that surpassed established brands and repeat that shows AXE has grown a loyal user base.
Client: Unilever (Home & Personal Care)