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10. Integrated Marketing Communications

10.2 Evolving Brand Message Over Time

Şeyda MORRAN – Unilever Deo Category Brand Man.

Axe was lauched in Turkey in 1986 with a brand promise of female attraction. However it was switched to “unstereotyping manhood” after 2016, to reflect on changing consumer expectations. This evolution is explained by Unilever Deodorants Category Brand Manager Şeyda Morran, with results obtained.

In the Q&A section, criteria that brands fulfill to pass the time test are explained with relevant branding theory.