Axe (or Lynx to others) is one of the most powerful FMCG brands in the world today, with an array of legendary campaigns built around the concept of attraction and masculinity. But how has Axe's messaging evolved as the world around it has changed? Chief visionary for the brand, Rik Strubel, shares all.
Rik Strubel , Axe
Rik is leading the strategy, innovation & marketing for Axe across more than 90 countries. Working at Unilever in different geographies since 2002, Rik has spearheaded purpose-led work on Dove (campaign for real beauty), Domestos (Domestos for Unicef) and now Axe (Find your Magic). He is passionate about using brands and creativity to solve everyday problems (Cleanipedia.com) and as a means to address societal issues (such as Axe 'Is it ok for guys').