After years of struggling to stand out in the crowded Shower Wash category, Axe needed something that was equally disruptive and culturally relevant.
We proposed a solution they'd never considered: BATHS. And not just baths, but baths as a means for men to defiantly assert themselves in the face of traditional conventions of masculinity.
Introducing:
BATHSCULINITY
INFLUENCER KITS & SOCIAL RESPONSE
We even found ourselves in the Urban Dictionary.
