Axe creates global Anarchy

Unilever's Axe has launched a new fragrance- Anarchy, this time around for both men and women with extensive marketing plans globally.

The Anarchy women's variant is being released as a limited edition.

A TV campaign has been created for the launch, using the tagline ‘Unleash the chaos' running in North America, Latin America and Europe, supported by digital and outdoor activity.

The campaign was created by BBH London.

A teaser campaign called ‘Axe: Anarchy is coming' also ran online at the start of the month. This includes a graphic novel created with consumers' suggestions incorporated into the plotline with some fans being depicted in the comic.

According to global brand manager Ali Kashani said the story resonates with the real life of young people where both guys and girls are actively involved in the mating game.

This is backed up by the fact that, of Axe's 2.3 million ‘likes' on Facebook in North America, about a quarter are by women.

Axe has over 10 million Facebook fans worldwide.

There are plans to roll out Anarchy in more than 80 countries. However, Unilever could not comment on marketing plans in Asia, at the time of writing.

Axe - known as Lynx in the UK - is one of Unilever's most global brands and the biggest male deodorant brand in the world. Axe/Lynx has become famous for its witty commercials about attraction.