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
- APG Awards
- APG London
- Armando Potter
- B2B Series
- BBDO
- BBH
- Ben Doepke
- Brand Leadership
- Brian Brydon
- Brian Ritter
- Bridget Angear
- Caroline Gregory
- Catherine Willoughby
- CFO/CMO
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- Chris Beresford-Hill
- Christian Cocker
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- Craig Mawdsley
- Dan Reynolds
- Dan Sutton
- Daniela Bombonato
- David Mortimer
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- DDB Chicago
- Ed Gunn
- Effectiveness 2024
- Elizabeth Paul
- Faisal Siddiqui
- Flavia Simoes
- Future-Proofing Your Strategy Department
- Gareth Kay
- Garth Weber
- George Felix
- Greg Hahn
- James Hurman
- Jamie Peate
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- Jen Costello
- Jennifer Baldwin
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- Paula Bloodworth
- Planning for Effectiveness
- Ray Patterson
- Ricardo Perez
- Rob Campbell
- Rory Gallery
- Saskia Jones
- Start-Ups Scale-Ups Grown-Ups
- Stephanie Ehui
- Super Bowl 2025
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- Tom Morton
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- U-Studio
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- Will Grundy