What we did
Used the Data Lake to reveal the most current expressions of "cool", Gen Z and fine fragrance in culture.
Our approach
- 01First: the Data Lake revealed how "cool", Gen Z and fine fragrance show up in culture right now
- 02Then: translated into five Design Recipe spaces, each a potential route for Axe with specific guidance to execute
The growth impact
Routes that beat the Godfather benchmarks
5Design Recipe spaces developed
2Routes, Timeless Elevated and Dynamic Dystopia, beat previous benchmarks in System 1 and System 2 testing
The work inspired the 3D design of pack structures in Deodorants and Skin Cleansing, scoring better than the iconic Godfather launch.