Axe – Proving the product’s claim: Axe deodorant marketing team developed a great marketing strategy for their product that has been extremely successful. However, over time the product has been viewed as just a body spray. The Axe Global team in the UK wanted to change this narrative and educate their consumers, that Axe was so much more. A body spray that not only smelled good but also eliminated bad odour by killing the responsible bacteria.They needed a tool that was able to identify that ingredient – Zinc – and prove their product claim; it removes bad odour exceptionally well and with its special ingredient offers freshness throughout the day.USP’s R&D developed a prototype tool that showed an immediate colour change once it came in contact with Zinc in the product, compared to one that did not have any in it.The tool was so powerful to educate, prove the product claim and convert that markets worldwide used it (with multiple reprints) for very successful campaigns.
