How AXE rediscovered its sweet spot
In its latest campaign from LOLA MullenLowe, AXE/Lynx may have once again found its sweet spot with young men.
Repositioning AXE for a world where attraction is broader and more inclusive
The story behind how the brand is reinventing itself.
- 2020
- 2021
- 2022
- 2023
- 2024
- 2025
- Adrian Ho
- Aisea Laungaue
- Alison Falconer
- Andrew Tindall
- Andy Grayson
- Andy Lindblade
- Anna Engel
- APG Awards
- APG London
- Armando Potter
- B2B Series
- BBDO
- BBH
- Ben Doepke
- Brand Leadership
- Bridget Angear
- Caroline Gregory
- Catherine Willoughby
- CFO/CMO
- Chris Beresford-Hill
- Connections Role in Effectiveness
- Craig Mawdsley
- Dan Reynolds
- Dan Sutton
- Daniela Bombonato
- David Mortimer
- David Tiltman
- DDB Chicago
- Ed Gunn
- Effectiveness 2024
- Effie Winners
- Elizabeth Paul
- Faisal Siddiqui
- Flavia Simoes
- Future-Proofing Your Strategy Department
- Gareth Kay
- Garth Weber
- George Felix
- Greg Hahn
- Jaime McGill
- James Hurman
- Jason Scoggins
- Jeff McCrory
- Jen Costello
- Jenny Lindquist
- John Doyle
- John Hickman
- John Kenny
- Julian Morgan
- Kaylin Goldstein
- Laura Visco
- Les Binet
- Live from Toronto
- Live Tour
- Live Tour 2024
- Live Tour 2025
- Loz Horner
- Lucy Jameson
- Marcus Collins
- Marina Prieto
- Mark Kirkham
- Mark Ritson
- Martin Beverley
- Martin Weigel
- Mary Bakarich
- Matthew Herbert
- Michelle Spillane
- Neil Godber
- Nicole Parlapiano
- Ogilvy
- Paula Bloodworth
- Planning for Effectiveness
- Planning on the Outside
- Rankin Carroll
- Ray Patterson
- Rethink Agency
- Ricardo Perez
- Rob Campbell
- Rory Gallery
- Samantha Cescau
- Saskia Jones
- Seher Sikandar
- Start-Ups Scale-Ups Grown-Ups
- Stephanie Ehui
- Super Bowl 2025
- System1
- Tass Tsitsopoulus
- Tom Morton
- Tom Roach
- Tom Sussman
- U-Studio
- Vanessa Chin
- Vrbo
- Will Grundy