How AXE rediscovered its sweet spot
In its latest campaign from LOLA MullenLowe, AXE/Lynx may have once again found its sweet spot with young men.
Repositioning AXE for a world where attraction is broader and more inclusive
The Martin Agency CSO, Elizabeth Paul and Axe Global Brand Director, Caroline Gregory, share the story behind how the brand that once expressed attraction in terms of one-dimensional women drawn uncontrollably to Axe guys, is reinventing itself.
- 2020
- 2021
- 2022
- 2023
- 2024
- 2024 Effectiveness Series
- 2025
- Adrian Ho
- Aisea Laungaue
- Alison Falconer
- Andrew Tindall
- Andy Grayson
- Andy Lindblade
- Anna-Scott Philips
- APG Awards
- APG London
- Armando Potter
- B2B Series
- BBH
- Ben Doepke
- Brand Leadership
- Brian Brydon
- Brian Ritter
- Bridget Angear
- Caroline Gregory
- CFO/CMO
- Chris Beresford-Hill
- Christian Cocker
- Connections Role in Effectiveness
- Craig Mawdsley
- Dan Reynolds
- Dan Sutton
- David Mortimer
- DDB Chicago
- Disney
- Ed Gunn
- Effectiveness 2024
- Elizabeth Paul
- Faisal Siddiqui
- Flavia Simoes
- Future-Proofing Your Strategy Department
- George Felix
- Greg Fass
- Greg Hahn
- James Hurman
- Jamie Peate
- Jason Scoggins
- Jeff McCrory
- Jen Costello
- Jennifer Baldwin
- Jenny Lindquist
- Joey Camire
- John Doyle
- John Hickman
- John Kenny
- Julian Cole (on creative briefs)
- Karen Martin
- Kathleen Kindle
- Kaylin Goldstein
- Kit Kat
- Laura Rowan
- Laura Visco
- Les Binet
- Lindsay Gray
- Live Tour 2024
- Loz Horner
- Lucy Jameson
- Mark Kirkham
- Mark Ritson
- Market Research
- Martin Beverley
- Martin Weigel
- Mary Kyriakidi
- Matthew Clay
- Michelle Spillane
- Muiris O Riada
- Neil Godber
- Nicole Parlapiano
- Nikki Crumpton
- Paula Bloodworth
- Planning for Effectiveness
- Ray Patterson
- RG Logan
- Ricardo Perez
- Richard Brim
- Rob Campbell
- Rory Gallery
- Saskia Jones
- Start-Ups Scale-Ups Grown-Ups
- Stephanie Ehui
- Super Bowl 2025
- System1
- Tass Tsitsopoulus
- Tiina Salzberg
- Tom Morton
- Tom Roach
- Tom Sussman
- U-Studio
- VML
- Will Grundy