CHILDLI

Tiến Hưng

Quốc Thịnh

Tuyết Hằng
 AGENDA
RESEARCH INSIGHT
Category, Competitors, Brand
IDENTIFICATION
Products

BIG IDEA DEPLOYMENT

PLAN
Objectives

Make AXE #1 brand of

choice for male deodorant
and body spray

Reinforce AXE irresistible

& long-lasting fragrance
=> help guys feel confident
& attractive
Category
Deodorant sprays continue to gain
sales share from roll-ons
Due to their convenience and long-lasting
properties, deodorant sprays leads growth in 2019,
with current retail value sales rising by 16%.

Vietnamese consumers perceive perfume

deodorant products as offering more values
because they bring more than one benefit
compared to traditional deodorant products.

AXE has a great opportunity to grow more due to the

demand of Vietnamese male consumers are becoming
increasingly image-conscious.
*Report DEODORANTS IN VIETNAM - ANALYSIS Country Report - Euromonitor | July 2020
Category

In the Brand shares of deodorant (just for men), AXE is ranked 3rd
The 2nd place and the leading market is X-Men and Nivea Men, respectively.

=> To become the top #1 brand of choice, AXE must

surpass Nivea Men and X-men.

*Report DEODORANTS IN VIETNAM - ANALYSIS Country Report - Euromonitor | July 2020

 The competitors

X-MEN NIVEA FOR MEN

The Hero Man The Brave Man

20 to 35-year-old, lower to middle

Millennial men (18-35 years old), love to
Target Audience conquer new challenges and
income males are too busy juggling
their busy lives to care too much
embrace mistakes.
about personal grooming.

Brand Vibe Masculine, powerful look, active. Modern, bright and entrepreneurial.
However, actions are unreal. However, unclear masculinity & a bit unisex.

Product Function Masculine scent + Deep clean

Dryness from sweat, Odor preventing (2016)
Locking odor + Original scent lasting (2019)
Key take-away
To younger generations like Millennials and Gen Z, they require more
the authenticity and meaningfulness of brands. Therefore, the brand
image of X-Men is no longer relevant to the youth because the "real
man" is too general and out of reach.

Besides, Nivea for men is targeting a mass segmentation and the

communication is not consistent with its positioning of "brave men".

=> To win, AXE needs to focus on a younger niche group and become
a top of mind of this group with a more meaningful brand offer.
The Product

TOP 1 GLOBAL

Attractive Content to Male

FOR GEN Z GUYS

TO BE CONFIDENT IN THE ATTRACTION WORLD
Challenges
Ranked 3rd in the Vietnam Deodorant Industry.

Unclear communication message in Vietnam for

Gen Z consumers.

There are not many touchpoints to consumers on

digital platform yet.
Target
audience
Gen Z, aka iGen
Aged 16-22
Male
Based in 6 major cities
Often focus on mind and appearance
to be attractive.
Target Less confident in face to face
situation
audience Find it difficult to start
conversation with someone
GEN Z they are attracted to.

Value Authenticity Tech-savvy

Value Experience Use dating apps because

they are nervous about
Self-expression approaching target

Independent of thoughts and Desire and seek for attention

opinions of others
The Insight

As a guy, I try to create self-attraction to

catch attention from my target.

In a hectic and fast-paced world with so many

guys having special easy-to-see-and-hear things,
I hardly find a way to be attractive outstandingly
in my target’s eyes.
Brand role
Why is AXE suitable to tell the story of attraction?
AXE is a globally iconic brand that encourages
intimacy physically and globally.

AXE body spray has smell great and fight-odor Especially, studies proved that smell
to help guys be more confident and attractive can trigger emotions and memory
in their own way, which are significant aspects as well as impact of outlook and
of winning dating game. behavior. (*)

Therefore, AXE is the true brand

directing guys to be more attractive
in a uniquely outstanding way.

https://news.harvard.edu
Big Idea #THE FORGOTTEN
ATTRACTION
"AXE brings attractive scent to help you being noticed!"
When talking about how to attract the target,
Gen Z only mentions the way to catch attention by either
attractive mind or attractive appearance and ignores the scent -
the very important and long-term factor in a relationship. No
matter how crucial it is, the role of smell in attracting is forgotten.

AXE plays role in noticing the indispensable of scent in building

confidence of young guys to win the attraction game.
How does it
work?
Introducing #TheForgottenAttraction
movement - The iconic movement THE FORGOTTEN
that notices Scent - one of the most ATTRACTION
important ways in law of attraction -
through AXETRACTION app.
THE AXETRACTION APP
The app that accompanies with you on the
way level uping your attraction day by day

Why do we use the app?

- The app represents the missions that experts think

works well in the game of attraction, including scent.
- The app measures likelihood of success in the game of
attraction, in which scent takes up more than one thirds
to succeed.
- The app is a companion for guys to gain confidence to
attract the target.
The app will have a score to evaluate your likelihood
of success in attracting the target.

There is a 21-day challenge about the attraction

missions, mainly relating to scents, to follow weekly
to win the attraction game.

At the end of the challenge, if users complete all,

they can increase their score and make a habit of
using AXE.

Besides, the app also has other functions.

Deployment Plan
Time 2 weeks 6 weeks 4 weeks

Spread the message of

Raise awareness about Get Target audience
Objective #THEFORGOTTENATTRACTION
The Forgotten Attration experience the app
to mass media

Key hook KOLs sharing App launching Online event

Scent plays an important role to Let's equip Let AXE accompany with you on the
Message attract the target! Let’s notice
#TheForgottenAttraction! way level up your attraction day by day
this #ForgottenAttraction

Social Media, Social Media, Social Media,

Supporting
Influencers Influencers, Influencers,
tatics
PR articles PR articles, Community PR articles, Community
Phase 1: BUZZ
Key Hook: KOLs sharing

Starting with a post of Quang Dai and Thien

Minh talking about scent. After that, Quang
Dai and Thien Minh will challenge other guys
to join the movement.

Message: “Scent plays an important role to

attract the target! Let’s notice this
#ForgottenAttraction”.
Phase 2: Attraction
Key Hook: App launching
Features to help guys confident to attract the
target:

- Attractive checklist everyday.

- Tips sharing, interactive chatting and
games with other guys using app.
- Matching.
- Appearance and deodorant product
consulting.
Phase 3: Amplify
Key Hook: Online Event
Online gala showcasing how challenges join
the app missions. AXE will cover the cost to
Singapore for the winner.

PR articles, social media to spread the

message.
Executive Summary DEPLOYMENT PLAN

OBJECTIVE:
-Make AXE #1 Brand of choice for male
deodorant and body spray.
-Reinforce AXE irresistible and long-lasting
fragrance.
. . PHASE 1: Raise awareness about
. . #TheForgottenAttraction
. . KOLs share the message: “Scent plays an
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. . important role to attract the target! Let’s notice
. . this #ForgottenAttraction”.
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. . PHASE 2: Get Target Audience experience
TARGET AUDIENCE: . THE IDEA:
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#TheForgottenAttraction
#THE FORGOTTEN ATTRACTION
- Focus on attractive mind and appearance. . .
Gen Z, aged 16-22, who : App Launching: The app will have a score to
. . evaluate your likelihood of success in attracting
- Seek for attention, value authenticity. . .
. .
AXE brings attractive scent to help you the target.
. being noticed!
. There is a 21-day challenge about
. .
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the attraction missions, mainly relating to scents,
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. AXE plays role of noticing the importance

INSIGHT:
As a guy, I try to create self-attraction to
catch attention from my target.
In a hectic and fast-paced world with so
. to follow weekly to win the attraction game.
. of scent in building confidence in young . At the end of the challenge, if users complete all,
. .
. .
guys to win the attraction game. they can increase their score and make a habit of
. . using AXE.
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. .

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many guys having special easy-to-see-and- . .
. . PHASE 3: Spread the message of
attractive outstandingly in my target’s eyes. . .
hear things, I hardly find a way to be
. . #TheForgottenAttraction
. . - Online gala celebrating challenge winner
. .
. . - PR articles, social media engagement.
Thank you!