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AXEConnecting with our guys in an hyper connected world<br />Russell Taylor, Global Brand Vice President<br />

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Axe is the world’s leading male deodorant<br />AXE<br />

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Our Mission:<br />AXE<br />To make guys more confident around girls…<br />

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AXE<br />This little can does more than make guys smell good …<br />

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AXE<br />… it creates the Axe effect<br />

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It all started in 1983<br />AXE<br />

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and got stronger over time… <br />AXE<br />

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succeeding in diverse geographies<br />AXE<br />

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This is the story of a brand that has to re-recruit its entire user base every few years<br />AXE<br />

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Axe was born into a TV centric world<br />AXE<br />

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AXE<br />But new technology has changed youth culture<br />Collaborative & open<br />SUPER-CONNECTED<br />3D<br />

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Our guys are digital natives<br />Age 0: born as tim berners-lee was inventing the web<br />Age 1: older brother was playing his gameboy<br />Age 4: read an sms message on his mum’s mobile<br />Age 5: dad bought him a book on amazon.Com<br />Age 6: got a playstation for christmas<br />Age 7: watched his first dvd<br />Age 8: searched on google to do his homework<br />Age 9: family got an imac computer<br />Age 10: downloaded a pirate mp3 file from napster<br />Age 11: upgraded his console to a playstation 2<br />Age 12: got a 3g mobile phone and made a video call<br />Age 13: created a profile on the friendster.Com social network<br />Age 14: got an ipod and hooked up to itunes<br />Age 15: shared holiday photos on flickr.Com<br />Age 16: watched a video on youtube<br />Age 17: got a ps3 and a wii<br />Age 18: watched a naughty video on youporn.Com<br />Age 19: bought the latest iphone<br />Age 20: toured the world with his guitar hero band<br />

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This is our guys life… <br />AXE<br />This is what he cares about.<br />

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Technology shapes their identity<br />AXE<br />“If I decide to not see a girl I ignore her text messages as I find this often gives the right message, with the open ended option of changing my mind and blaming a phone company”<br />Jack O, UK<br />19 years old<br />fig. 1 - teenage male<br />

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The four things our guy can’t live without<br />AXE<br />fig. 1<br />mobile telephone<br />fig. 2<br />personal computer<br />fig. 3<br />television<br />fig. 4<br />gaming console<br />

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Mobile<br />AXE<br />fig. 1<br />mobile telephone<br />

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Axe Music – Mobile Site<br />AXE<br />

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AXE Wake Up Service <br />AXE<br />

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Personal Computer <br />AXE<br />fig. 2<br />personal computer<br />

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theaxeeffect.com<br />AXE<br />

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TV<br />AXE<br />Splash Next<br />fig. 3<br />television<br />

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Gaming<br />fig. 4<br />gaming console<br />AXE<br />

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Most of what we do now spans all four<br />AXE<br />fig. 1<br />mobile telephone<br />fig. 2<br />personal computer<br />fig. 3<br />television<br />fig. 4<br />gaming console<br />

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Axe has embraced the digital space…<br />23<br />10/19/10<br />Sample Footer Text Here<br />AXE<br />

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We are winning lots of digital awards<br />Cannes Media Lion 2008<br />Get In There<br />D&AD 09<br />Wake Up Service Japan <br />Axe Hair 100 Girls<br />Cannes Digital Lion 2009<br /> Axe Hair 100 Girls<br />Cannes Cyber 2005<br />Axe2Grind US<br />Cannes Digital Lion 2010<br /> Axe Hair , Axe Rise<br />Axe AP France, <br />Axe CLYB Shower<br />AME 2010<br />Wake Up Service Japan<br />Call Me Asia <br />Gramias<br />Get In There Mobile<br />Campaign BIG<br />Get In Mobile apps<br />LatAM San Sebestian<br />Mexico Digital activation<br />Círculo de Creativos/Bronze<br />Conviction 2005<br />Mobile Marketing Awards<br />Get In There<br />AXE<br />

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But we still have lots to learn<br /><ul><li>Pockets of digital excellence

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Right amount of content

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Balance between global vs local

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Focus on innovation vs brand equity

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Responsiveness to popular culture

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Flexibility to produce additional assets

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Multi-country & multi-agency relationship</li></ul>AXE<br />

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Thank You<br />Russell Taylor<br />Axe Global Brand VP<br />Russell.B.Taylor@unilever.com<br />