{"id":2153,"date":"2016-04-12T02:55:25","date_gmt":"2016-04-12T02:55:25","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2153"},"modified":"2016-04-12T02:55:25","modified_gmt":"2016-04-12T02:55:25","slug":"male-grooming-brand-axe-set-refreshing-new-look","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/04\/male-grooming-brand-axe-set-refreshing-new-look\/","title":{"rendered":"Male grooming brand Axe all set for refreshing new look."},"content":{"rendered":"<p><strong><em>The highly successful Unilever brand Axe (or Lynx as it\u2019s known in the UK) has re-branded and freshened up their image with a radical aim to \u201cown black\u201d when it comes to their stand out designs.\u00a0 And a change in strap line from \u201cThe Axe\u00a0Effect\u201d to \u201cFind your Magic\u201d shows a clear shift in their branding strategy.<\/em><\/strong><\/p>\n<h1>1) New year New Look<\/h1>\n<p>Due to the changing landscape of the male grooming market and for Axe\u00a0their previous strategy had focusing on the younger generation \u2013 it was time for change.<\/p>\n<p>The well-known \u201cAxe\u00a0Effect\u201d was seen as transformative and a clearly brilliant strategy which allowed the brand to dominate the sector it intended and remain there for several years.<\/p>\n<p>However, knowing that this creative was only going to take them so far and with a targeted segment of the market, the Axe\u00a0team had no choice but to shake things up, amend their strategy and rebrand their products.<\/p>\n<p>See below some of the ads from the previous &#8220;The Axe Effect&#8221; campaign:<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/o1Hbq6fiir4\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/9EKLR894oMs\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h1>2) \u00a0New positioning<\/h1>\n<p>The old image had out grown the market and in some instances seemed out of step with what was actually happening in the industry.<\/p>\n<p>Quoted from <a href=\"https:\/\/www.campaignlive.co.uk\/article\/lynx-after-effect\/1381984\">Campaign Live<\/a>\u00a0where &#8220;the Axe\u00a0effect&#8221; &#8220;portrayed a one-dimensional view of men, the new campaign explores a far more\u00a0nuanced perspective on masculinity\u201d.<\/p>\n<p>The new \u201cFind your Magic\u201d aims to provide a more sophisticated, modern feel and according to Axe\u00a0\u00a0it\u2019s about <strong>\u201callowing guys to find their own individual style and inspiration.\u201d<\/strong><\/p>\n<h1>3) \u00a0The power of advertising<\/h1>\n<p>Of course as part of their brand strategy Axe\u00a0have a full advertising campaign planned and we can see these hitting our screens soon.\u00a0 The adverts aim to provide a clear understanding that this is how simple it can be, that life doesn&#8217;t have to be as confusing as what it seems. \u00a0Axe wants to portray the life of men (ok yes taking it a little bit to the extreme, as this is Axe).<\/p>\n<p>It is a completely different style and approach to what the brand are used to but it is in the hope it can show how its brand has also changed in line with the modern day man and that this image of the modern day man is all about being an individual.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/WzTSE6kcLwY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h1>4) \u00a0Will it work?<\/h1>\n<p>It will take some time for the strapline to take on the power of the original, but that\u2019s not to say it won\u2019t happen.\u00a0 Owning any space can be difficult but for Axe\u00a0strengthening their brand identity will be key.<\/p>\n<p>We\u2019ve all heard of the saying \u201ckeep it simple\u201d and Axe\u00a0does this with their strategies to great effect and if they continue it will serve them well and have the positive effect they\u2019re anticipating with the re-brand.<\/p>\n<p>From a young man trying to attract women, to now showing what being a man is all about \u2013 Axe\u00a0still shows their \u201cAxe\u00a0Effect\u201d it\u2019s now just hiding it under some very clever creative.<\/p>\n<p><em><strong>References:\u00a0<\/strong><a href=\"https:\/\/www.designweek.co.uk\/lynx-looks-to-own-black-with-rebrand\/\">Design Week<\/a>,\u00a0<a href=\"https:\/\/www.thedrum.com\/opinion\/2016\/01\/15\/axe-falls-lynx-effect-look-creating-brands-modern-man\">The Drum<\/a>,\u00a0<a href=\"https:\/\/www.campaignlive.co.uk\/article\/lynx-after-effect\/1381984\">Campaign Live<br \/>\n<\/a><strong>Pictures from:<\/strong>\u00a0<a href=\"https:\/\/www.designweek.co.uk\/lynx-looks-to-own-black-with-rebrand\/\">Design Week<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"The highly successful Unilever brand Axe (or Lynx as it\u2019s known in the UK) has re-branded and freshened&hellip;\n","protected":false},"author":15,"featured_media":2164,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[7,58,4],"tags":[78,512,13,28,507,505],"ppma_author":[757],"class_list":{"0":"post-2153","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advertising","8":"category-brand-positioning","9":"category-news","10":"tag-advertising-2","11":"tag-axe","12":"tag-branding","13":"tag-image","14":"tag-lynx","15":"tag-strap-line","16":"cs-entry","17":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":7,"label":"Advertising"},{"value":58,"label":"Brand 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