10. Integrated Marketing Communications
10.2 Evolving Brand Messages
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, global campaigns, their advantages and disadvanages are explained, together with Z generation characteristics and how they have reflected on current campaigns.
English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre’s website. http://casecent.re/p/164944