AXE: AXE Ice Chill – Staying fresh with music

Deodorant brand, Axe, teamed up with Spotify to launch its Axe Ice Chill range in the Philippines.

Campaign details

Brand: AXE Brand owner: Unilever Entrant company: Mindshare Taguig Market: The Philippines Sector: Deodorants, anti-perspirants Media channels: Mobile & apps, Online video, Radio & audio Budget: Up to 500k

Executive summary

Digitally native, emotionally in touch, highly engaged, and politically woke. These are distinctive traits of Gen Zs. In Phillipines 78 percent of Filipino Gen Zs and millennials, like past generations, believe music connects people and cultures. To