University Advertising Analysis: Axe 'Find Your Magic' Campaign Report

This report analyzes the Axe "Find Your Magic" advertising campaign, launched by Unilever to redefine its brand image and break away from traditional, often sexist, advertising. The campaign, developed with 72andSunny Amsterdam, targets young men aged 20-40 globally, aiming to challenge stereotypical notions of masculinity and encourage self-acceptance. The report examines the campaign's message, consumer insights, communication objectives, and creative concept, highlighting its shift from product-focused to action-oriented messaging. It also details the media strategies employed, including social media, mobile web, and in-app advertising, and discusses the research-driven development process, including market research across ten countries. The analysis emphasizes the campaign's goal to promote individuality and inclusivity, supported by a strong understanding of the target audience's evolving values and societal expectations. References and campaign snapshots are included to provide a comprehensive overview.

Running head: ADVERTISING CAMPAIGN ANALYSIS
Advertising Analysis:
Name of the Student:
Name of the University:
Author Note:

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ADVERTISING CAMPAIGN ANALYSIS
1) Since quite a long time Unilever the parent brand of Axe did understand the simple
fact that their “babe-magnet” advertising messages were no more attracting the
audience1. Hence Axe rightfully known as the world’s biggest male fragrance brand
started to look deeper and beyond to break the cycle of toxic masculinity which it had
set itself through its advertising. Hence Axe with the help of 72andSunny Amsterdam
ad agency came up with this “Find your magic” campaign to help men understand and
appreciate their real selves
2) Target group- particularly young men around the globe within the age group of 20-40
years who are often driven by the wrong notion of masculinity and sex appeal.
Whereas the target audience of this advertising accounts to young men and women
especially as the women did not really appreciate Axe with its previous age old sexist
advertising content and appeal2. The product range is quite affordable which in turn
makes it economically viable to the middle class and upper middle population but the
greater picture is it intends to bring in a mass appeal by the messages it delivers
through its campaign.
3) The message is quite simple yet attractive which basically sets to break every
stereotype related to masculinity. Yes definitely there is a consumer insight which
states men should identify their own magic be it in their bushy beard or in dancing
heels. Each individual should celebrate their individuality. The campaign intends to
break the stereotype associated with gender roles
4) According to Mc Carthy the senior director of Axe & Men's Grooming for Unilever,
the camping intends to motivate young men to self identify their magic and celebrate
it. Hence it was not a one day affair. The campaign is built on a deep research across
1 Jardine, Alexandra. "Axe Finally Grows Up With Call To 'Find Your
Magic'." Adage.com. N.p., 2020. Web. 13 Apr. 2020.
2 "Case Study: How Axe Redefined Masculinity." Campaignlive.co.uk. N.p., 2020.
Web. 13 Apr. 2020.

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ADVERTISING CAMPAIGN ANALYSIS
ten countries where almost 3500 men where interviewed to gain a deeper insight
about what are the artificial masculinity standards that the people and especially the
media has built around its customers and to break the same. The advertising agency
also added that even 90% of the global women did not support the artificial portrayal
of masculinity. Considering every detail the advertising agency also drew equal
motivation and insight from a powerful documentary called The Mask You Live In
which finally helped the campaign to portray men at their best: real, authentic and
unapologetic making them feel it is ok to wear makeup, or run in heels, or wear pink3
5) Find your magic is more of an action campaign rather than just selling a product
because it intends to bring a significant change in the society, convey a message
which is quite necessary to break the stereotype and aims to being a revolution. It is
no doubt related to a product however there is definitely a big picture behind it which
tells a greater story of a positive change.
6) The creative concept revolves around breaking the stereotype, where the 33 year old
brand finally gives up its notion than “Sex sells” and concentrates on the bigger
picture of celebrating the individuality and finding magic in one’s real self. This
radical shift was driven by a simple understanding that Axe with its stereotypical
presentation of men had stopped attracting its consumers. Hence “find your magic”
campaign was an effort to renovate the brand’s image
7) As YouTube is used by more the 60% of the Indonesian population and more than
93% is exposed to all digital media on mobile platforms hence the campaign used
social media, mobile web mobile videos and in app advertising like partnering with
3."MMA Case Study Hub | Axelerate Find Your Magic." Mmaglobal.com. N.p., 2020.
Web. 13 Apr. 2020

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ADVERTISING CAMPAIGN ANALYSIS
spotify 4. Obviously the choice of media was very strategic to get a niche viewership
and target the right audience.
8) The first and foremost step was a market research by the ad agency where more than
3500 men across ten countries where asked what is their magic to realise the problems
that most men faced attached to the stereotypical notion of masculinity5. The art
director of the ad agency went along to develop the script and systematic choice of
characters. The visual director brought in real men who are not just actors but
individuals living ordinary lives and portraying them in their real best. Hence Axe
finally concentrated on building a more inclusive advertising strategy
44. America, Unilever. "AXE® Launches The Find Your Magic Initiative To Show
There's No One Way To Be "A Man"." Prnewswire.com. N.p., 2020. Web. 13 Apr. 2020
5 "How Axe Found Its (Marketing) Magic." Contently. N.p., 2020. Web. 13 Apr.
2020.

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ADVERTISING CAMPAIGN ANALYSIS
Appendix:
Snapshots of the campaign:
Advertising link- https://adage.com/creativity/work/find-your-magic/45062

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ADVERTISING CAMPAIGN ANALYSIS
References:
"Case Study: How Axe Redefined Masculinity." Campaignlive.co.uk. N.p., 2020. Web. 13
Apr. 2020
"How Axe Found Its (Marketing) Magic." Contently. N.p., 2020. Web. 13 Apr. 2020.
"MMA Case Study Hub | Axelerate Find Your Magic." Mmaglobal.com. N.p., 2020. Web. 13
Apr. 2020.
America, Unilever. "AXE® Launches The Find Your Magic Initiative To Show There's No
One Way To Be "A Man"." Prnewswire.com. N.p., 2020. Web. 13 Apr. 2020.
Jardine, Alexandra. "Axe Finally Grows Up With Call To 'Find Your Magic'." Adage.com.
N.p., 2020. Web. 13 Apr. 2020