Avoid Awkward
AXE asked us for insight that was uniquely Amazon. We dug through shopping data and built a strategy around the teenagers who are just discovering adult hygiene—and the moms who may be discovering the limits of their love.
Guide Content
Pairing personal care and grooming products with candid words of encouragement, our dual-sided guide helped sons and moms breathe a bit easier. Because growing up should be as natural as wanting to avoid awkward conversations.
PRODUCT CONTENT
01. Hair & Styling
Your hair can raise questions and eyebrows alike. Let there be no debate. Get your head right with AXE shampoo, conditioner, and styling products.
02. Deodorant & Antiperspirant
Yeah, you step out the shower fresh—but what about 24 hours from now? Stank can pop up like an unwanted lecture. Use AXE antiperspirant deodorant once in the morning, then never give it a second thought.
03. Body Spray
Don’t just fly under the radar. Add AXE body spray to smell fresh all day and take your game to the next level.
04. Body Wash
You don’t want to be lectured on hygiene, and trust us—the feeling’s probably mutual on the other side. Take control. AXE body wash has you covered from neck to toe so you can step out confidently.
RESULTS
After just two weeks, Avoid Awkward had already outperformed AXE’s previous year on Amazon. A few highlights: Total sales increased 75% YoY and subscriptions increased 170% YoY. Success with AXE opened the door to subsequent opportunities with other Unilever brands like Degree and Dove.
Creative team: Michael Lowenstern (GCD), Mike Kazantzis (CD), Brian Chinn (CW, D), Josh Eisenman (P).