1. Projekttitel AXE XMAS PACKS 2011 CREATIVE BRIEF 06.11.2010

2. CONTENT AXE Effect AXE Target Group AXE Portfolio AXE Xmas Pack Design AXE Xmas Packs 2010 AXE Xmas Packs 2011 AXE Key Visuals

3. Projekttitel THE AXE EFFECT AXE gives guys the edge in the mating game

4. INSIGHT & BRAND PROMISE AXE Insight - true all over the globe “The mating game is a major obsession for young men. Feeling, looking and smelling good are essential to success.” Simple historical brand promise - universal need AXE makes young men smell good… which… Increases their confidence… which… Increases their chances

5. Axe is sexual confidence and implied magic Axe is definitely on the guy’s side (not neutral/girl-siding) It talks to primal masculine drives The fascination with girls The desire to charm them, to win them over The battle to see off the competition But Axe deals in these things in a fun, original and playful way We’re having a laugh … not reflecting reality Tone of communication: Funny, cool, sexy but not crossing the border of flirty teasing tone - INFORMAL Originality Playful fantasy THE AXE VALUES AND PERSONALITY

6. Axe doesn’t transform a loser into a winner It enhances their natural pulling power by making them feel, look and smell great Axe helps young guys play at the top of their game THE AXE EFFECT

7. AXE RULES The AXE colour is: BLACK Porn is a don’t –The AXE brand and comms are more about wit than tits –At its best AXE builds a world of playful fantasy – not low budget porn Sport is a don’t Everything we do... HAS TO BE COOL! –Being cool is the hardest thing a brand can do –But it’s critical that AXE feels cool and desirable or guys won’t want to buy us –This means thinking about everything we do instore, on the web, on the can, in comms to make sure it looks and feel cool

8. Projekttitel AXE TARGET GROUP

10. TARGET GROUP Black –Primal Style Seekers/ 14-25 y.o. men fairly cool but still limited on experience of women. –Chasing girls, being chased by girls getting girls is a way of defining themselves as individuals and men. Colored –Experimental benefit seeker/ 18-30 y.o. men with higher educational background, fairly cool but still some experience in the mating game. –Grooming products can transform how he is perceived and feels, communication for him must be targeted, fun and engaging.

11. TARGET GROUP Skin contact –Advanced Groomers –starts to understand that taking care of his body skin (via caring shower gels or body lotion) is not a bad idea but he might not have translated care into his daily or regular grooming routine –some might use creamy or moisturising shower gels already (i.e. they need to use a unisex/female variant to get the benefit) –some might use body moisturiser already but they are not the ones with medical skin issues – they might still use Axe shower gel, some might have left the brand already, because it is not mature enough and not delivering any advanced benefits for their skin

12. OUR AXE GUY 9 am 9 pm 12 noon 6 pm 3 pm Core target> 14-25 year old (single)men Wider target> 14-40 year old men He has secondary education He is urban His values: Masculine, Original, Cool, Fun, Sexy He has an average salary Peer group approval is critical for him Chasing girls, being chased by girls, getting girls is a way of defining themselves as individuals and men AXE gives him the edge in the mating game He is increasingly into grooming - and how he looks

13. Projekttitel AXE PORTFOLIO 2011

14. Axe Deo range 2011

15. Axe SG range 2011

16. Projekttitel XMAS PACK DESIGN

17. Design MUST HAVES Visibility is critical: we use windows in all pack - The more you see from the product the better it is! We are aiming to develop an outstanding design with high shelf impact - Be in-line with 2011 over all communication We will focus on good branding - Try to communicate the gift item on the FOP Consistency in the range is a key but variety in execution is added as a learning

18. Challenges of design Ensure differentiation within each sub range (i.e. between Black, Coloured ranges) while communicating equitable value perception Communicate via packaging value differences between each range (i.e. Core, Premium, Gift) Packaging should capture the values, personality and essence of the Axe brand DNA Create a "wow" impact with shoppers, bringing clear brand differentiation and distinctiveness on shelf, thus facilitating a price premium on gift packs Create a “cool” impact with guys that receive the gift pack, making them want to stick with Axe

19. Projekttitel AXE XMAS PACKS 2010

20. ECO Packs (Brand Development) AXE PACK DESIGN 2010

21. Bag sleeve

22. AXE PACK DESIGN 2010 Gift Packs

23. Projekttitel AXE XMAS PACKS 2010

24. AXE- ECO 1-2 packs Dark Temptation SG + BS Twist SG + BSAfrica SG + BS Rise Up SG + BS Dark Temptation BS+AS Excite SG + BS Excite BS + AS AHO SG + BS

25. AXE Gift pack 1 - Wallet Excite SG + BS DT SG + BS +

26. AXE Gift pack 2 – Military cap + Rise Up SG + BS Excite SG + BS

27. AXE Gift pack 3 – Poker Card With new design! (Angels) Excite SG + BS Africa SG + BS +

28. USB card reader USB splitter AXE Gift pack 4 Excite SG + BS Twist SG + BS + DRAFT pictures!

29. AXE Washbag 1 + Excite SG + BS + AS DT SG + BS + AS

30. AXE - Citybag We are still waiting for samples

31. Projekttitel KEY VISUALS

36. Projekttitel SUMMARY

37. Assignment: –Developing cca. 8 ECO box creative, 8 Gift box creative and 4 sleeve creative on the basis of AXE key-visuals and the given guide Timing: –Final design: week51 2010 –Final creative: week7 2011 Budget: –Please come back with the budget after the brief

38. CONTACT VIKTÓRIA TOMASOVICS Xmas Gifting Officer E-mail: viktoria.tomasovics@unilever.comviktoria.tomasovics@unilever.com ANITA PALLÓS Xmas Brand Builder E-mail: anita.pallos@unilever.comanita.pallos@unilever.com

39. Projekttitel ANY QUESTION? THANK YOU!