Axe delves into men’s hidden bathroom secrets in new 72andSunny investigation

Life has its burdens – obviously – but has it ever been quite as angsty as now? Especially if you’re a young man.

We’ve had Gillette dipping both feet in the water (and getting them bitten) and now it’s Unilever’s Axe (Lynx in the UK) inviting men to explore their “bathsculinity.” In other words, to feel good about whatever they get up to in the bathroom, but let’s not go there.

Axe and agency 72andSunny Amsterdam do though, with a certain pizazz.

Axe global brand director Caroline Gregory (who sounds like a woman) says: “The campaign is about allowing men to have fun and enjoy themselves, inspiring guys to wash like no one’s watching and bring out their ‘Bathsculine’ side, both inside and outside of the bathroom. We are showing that pampering yourself and celebrating your individuality is beneficial and enjoyable – and certainly makes you no less of a man.”

72andSunny creative director Adam Koppel says: “The purpose of the ‘Bathsculinity’ campaign is to start a new conversation around masculinity in the 21st century about what it really means to be a man. Finally, stereotypes are being recognized for what they are and men are being encouraged to express themselves more freely and to look after themselves.”

Can’t it just be a funny name for a campaign that makes us smile and sells more Axe?

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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