The breakout success of Unilever's four-year-old Axe deodorant brand, which is vying with Procter & Gamble's Old Spice to top the $2.4 billion CPG category, is the result of an unorthodox strategy from Publicis Groupe's Bartle Bogle Hegarty and WPP Group's MindShare: edgy advertising, the integration of online content with traditional media and the savvy pitching of the product in line with PlayStation and Nike, instead of other personal hygiene products.

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