No. 0415
Published
Axe vies for more mature brand positioning while nodding to Y2K roots
Why it matters
Unilever's Axe is threading a tricky needle: aging up its brand positioning for a more sophisticated audience while still leaning on Y2K nostalgia to keep older millennials engaged. It's a concrete example of nostalgia used as a bridge rather than a gimmick, aimed at not alienating either audience segment. Worth studying as a template for any brand trying to reposition without losing its existing base.
The source
Marketing Dive
Axe vies for more mature brand positioning while nodding to Y2K roots
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