Conducting roughly 100 hours of research through databases, focus groups, social media surveys, and ethnographic studies, my team and I developed a strategy for Axe to reposition themselves in the market and create messages that resonate with their target market, not with a middle school locker room.

Problem: Axe's previous target market has outgrown them and feels let down by the extreme positioning of Axe.

Cultural Insight: Sweat is bad, but sweating is good. Sweating in the gym is recognized as progress whereas sweating in social situations is perceived as bad hygiene.

Consumer Insight: Today's tweens experience more social anxiety than any demographic and lack confidence to do 'socially stressful' things.

The Strategy: For the Timid Tweens who fear the 'socially sweat-able' moments, Axe provides them with the courage to act.