Holmes & Marchant scoops Unilever design brief for Axe in Singapore

Steven McGinnes, managing director of Holmes & Marchant in Asia, said, “Axe has a unique relationship with its customers. Working with Unilever’s great brand team, we know our new designs will help take it to the next level. We are very happy to be working on it. Its a great brand and further strengthens our relationship with Unilever and our presence in the region.”

One of Unilever’s global success stories, Axe is renowned for its popular advertising and category-breaking packaging, regularly winning creative awards around the world.

'Axe Effect' has remained the brand's longest running campaign, making the body spray and wash hugely popular among young males, often as young as 10 years old. Subsequently, the brand has recently refocussed its strategy towards targeting older demographics.

Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, anti-perspirants, aftershaves and shower gels.