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_ P&G’s response to Unilever’ Axe deodorant success came in US and it’s called TAG
One of the best case studies in communication planning is Unilever’s Axe 7-year campaign “Helping young men get women”. They communicated this brand promise in every market to the same audience (18-24 y.o. males), in each contact point (TV, print, online, branded materials – like Axe Click below) whatever the line extension was (deodorant, shower gel).
It is simple, extremely creative and very powerful (see Cannes Lions 2006 winner campaign “Jet” – use Google and YouTube – and see how an integrated communication campaign helped the brand raise its market share to 84%). Now P&G is investing in US in a “me too” male deodorant brand called TAG which has the same brand idea as Axe. See its website (TV ads, online games) and draw your own conclusions.
