WTF is Axe Effect?

Today I received an email forward from a friend describing the real life experiences of a man using the famous Unilever brand Axe. But before we go into that interesting story let me first introduce you to this brand. Axe was launched in India in 1999 as a deodorant brand. This leading brand in male toiletries segment has harmonized offerings across the world in more than 60 countries.

The target segment for the brand is ‘young men’. The brand is positioned as ‘cool, fashionable and stylish’. This image is reflected in the names of various fragrances under the brand… Continue reading