Hope you find value in my Axe Instinct project.

1. AXE
AGENCY BRIEF JANUARY, 2015

2. 2
MALE GROOMING OVERVIEW
Hair: Shampoo, post-wash, Styling
Deodorant: Anti-Perspirant, Deodorant,
Body Spray

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MALE GROOMING OVERVIEW
 4 among 5 Vietnamese men asked showed that they
have concern for their appearance.
 There are 3 main reasons for them to take care
themselves:
To show
their status
It’s important
for their jobs
To feel
comfortable,
confident
What they worry about?

4. 4
MALE GROOMING OVERVIEW
 All categories drive the growth, esp Hair & Deo
 Male Grooming Vietnam enjoys double-digit growth in the past 3
yrs and already account for 20% total PC value
Men’s personal care, the fastest growing category in
Asia, is identified AS THE #1 GROWTH DRIVER for
personal care

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MALE GROOMING OVERVIEW
 However, what they really think about the deodorant and
perfumed products?
Still leave the yellow stain on shirts
Not long – lasting
Not so effective in solving their problems
The brand loyalty is not so strong
 They easily switch to another new
product.

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AXE INSTINCT
Hair: Shampoo, post-wash, Styling
Deodorant: Anti-Perspirant, Deodorant,
Body Spray

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WHAT IS AXE?
THE WORLD BEST-SELLING
MALE FRAGRANCE BRAND

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WHAT IS AXE?
“TO IMPROVE GUYS’ PERFORMANCE IN THE MATING GAME BY
MAKING THEM SMELL, FEEL AND LOOK GREAT”
Brand mission statement

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WITH A VERY CLEAR VISION

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AXE INSTINCT? – WHAT’S NEW?
 A total new product for
men – It’s not the
deodorant, It’s the
perfume!
 Capturing the timeless
allure of rich and rare
leather in a bold new
fragrance, AXE INSTINCT
promised to be the
newest way that helps
guys an edge in the
mating game.

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PRODUCT’S CHARACTERISTICS
 Historically, leather is one
of the earliest notes in
perfumery.
 The distinct smell of
leather is soft on the
nostrils and yet so
exciting. The rich leather
scent evokes the power of
men, it comforts by its
proximity to the body and
excites at the same time,
being so primitive, so
natural, and again so
sensual.

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KEY BENEFITS & RTB
AXE INSTINCT will
help our
consumers
By
Build up their men
power and enhance
their confidence
The manly and
seductive leather
scent
Shape their styles
as trendy and
attractive
Trendy fragrance
update regularly
and set by world –
renowned fragrance
expert Ann Gottlieb
AXE INSTINCT will be the only choice for
mature men on the way to prove
themselves and attract others.

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WHO IS OUR TARGET?
• Male
• 16 – 24 years old, focus on 18
– 22
• Last year at universities or
firstly starting jobs
• LSM7+, 4 main cities in
Vietnam.
• Their personality: Little
experience with girls, becoming
attractive before girls is one
way to define themselves.
Further, they would like to show
their ego, form their style and
prove their mature.
• Comments from friends are
also important

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INSIGHTS
• Male

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WHERE ARE THEY IN USING MEDIA?
Daily
habit
Media
habit

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WHERE ARE THEY IN USING MEDIA?
Daily
habit

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WHERE ARE THEY IN USING MEDIA?
The AXE guy stay connected to media throughout the day
At home: Wake up,
breakfast
Road, Public,
Transport,
Way to work/ school
Coffee Ads,
Bus Ads,
University BB
Coffee/Bar
Posters,
Bus ads, BB,
Magazine
Phone on,
Cable TV
Phone off,
Television,
Internet
12:00
pm
6:00
pm
9:00
am
6:00
am
Chat, Nightlife,
Before bed: Relaxing
Entertainment at:
Road, Public,
Transport, Coffee
Shop, Bar, Internet
Café, Restaurant,
Cinema
At University/office:
Lunch in Canteen, Mall,
Coffee Shop &
Restaurant,
Office Post -lunch :
Studying/Working/Soci
alize

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WHERE ARE THEY IN USING MEDIA?
 Watching television and online
activities are dominant among young
people.
 They enjoy hanging out with their
friends rather than other formal
activities.

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WHERE ARE THEY IN USING MEDIA?
Media
habit

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WHERE ARE THEY IN USING MEDIA?

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Regardless of where he is, whether he is barely awake
or full of life, he is digitally connected

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Most frequent
online activities of
15-24 group are
searching (97%),
chatting (89%),
reading news,
listening to
music,…

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Social networks are
widely enjoyed by
this groups, esp.
Facebook and Zing
Me

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WHAT’S OUR PROBLEMS?
Our consumers think:
• The long lasting characteristics is not highly recognized.
• The products is not as premium as they expected
LOW CONSUMPTION COMPARED
TO COMPETITORS (NIVEA, XMEN,
ROMANO)

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JOB TO BE DONE
HOW TO MAKE OUR CONSUMERS:
 Build up the behavior of using
products
 Realize that AXE can fits their
personality and will be the best
choice for them on the way to
shape their styles
By:
LAUNCHING CAMPAIGN FOR AXE
INSTINCT IN VIETNAM

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SINGLE MOST IMPORTANT POINT TO COMMUNICATE
AXE INSTINCT – MATURE SEDUCTIVE SCENT

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PLATFORMS’ PRIORITY
PRIORITY IN ADVERTISING

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EXPECTED OUTCOMES
PRIORITY IN ADVERTISING
• Raising AWARENESS:
 60% among target consumers know about the products
 30% among them experience product trials
• Understanding:
 Believe the role of AXE INSTINCT in proving consumers’ image of
mature and attractive men
 AXE INSTINCT becomes the trendy guide that is really necessary
for every man.

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PRIORITY IN ADVERTISING
THANK YOU!