AXE PLAY 2010 by CAPOCHA for Axe

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AXE PLAY 2010

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Industry Deodorants
Media Design & Branding
Market Argentina
Agency CAPOCHA
Director María Laura Grillo, Roy Maipag
Art Director Karin Ljungberg
Released January 2010

Credits & Description

Category: Cosmetics & Beauty
Advertiser: UNILEVER
Product/Service: AXE
Agency: CAPOCHA
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: CAPOCHA, Buenos Aires, ARGENTINA
Director: María Laura Grillo (Capocha)
Director: Roy Maipag (Capocha)
Account Director: Soledad Rodero (Capocha)
Planning: Andrea Visus (Capocha)
Planning: Victoria Irisarri (Capocha)
Art Director: Karin Ljungberg (Capocha)
Graphic Designer: Martín de Cabo (Capocha)
Axe LatAm Director: Tomás Marcenaro (Unilever)
Axe Brand Manager: Lucas Levy (Unilever)
Media placement: Deo Tin - Supermarket, Pharmacies, Drugstores - 1 February 2010

Describe the challenges and key objectives
Making several universes live together, standing out in the shelf and keeping the cool Axe way were the key objectives and also the main challenges. South African imaginary is very rich, full of colours and natural, ethnic and roots elements. Almost opposite to the usual urban Axe’s environment. Football is passion, heart, irrational devotion to a team. During a football match, nothing else matters, and it has very little to do with girls. So, putting all this together and creating a sophisticated and cool pack became a big challenge. The kind of challenges we love.

Describe the brief from the client
Axe invited several studios to design its new 2010 Limited Edition pack. The brand planned the launch as an upgrade of the product, the response to: The continuous request for newness from the public. The unquestionable necessity of having a limited edition related to football events and South Africa. As Axe usually does, the communication of the more evident hygienic and cosmetic benefits had to live with those referring to success, Axe Effect and “the art of conquer”, according to the brand.

Describe how you arrived at the final design
We were very selective with the elements: Only AXE letters and 2010 numbers as representatives of the brand and the moment. The colours linking to South Africa. Straight lines, reminding the football field. A new version of the logo, for the limited edition. And a light background to enhance everything else. And we proposed a kit to help guys enjoy football and still succed: the notebook, pencil and T-shirt to follow the matches. And the deo, for the moment the match ends and guys start thinking about women again.

Give some indication of how successful the outcome was in the market
One of the main achievements the product got has to do with visibility. Black is usually predominant, and the white background with red, green, yellow and black letters and symbols are capturing everyone’s attention in the shelf. In addition, sales have grown more than 60% since the launch, about a month ago. And a bigger growth as the cup comes closer is expected. Besides, guys keep looking to Axe when they need guide for their relationships. Specially now, with girlfriends all around the world complaining more than ever about football.