A good match with customers

The latest case study winners came up with an alternative for Unilever’s teenage fantasy deodorant Axe (Lynx in the UK). It’s difficult to say if they won because of the positioning versus ‘The Axe/Lynx effect’ or the packaging.

The positioning was already clever: while Axe/Lynx plays to a desperate dream of young men that using the product will make complete strangers and sexy babes do anything to get their hands on your body, this Match concept simply zoomed in on the right one. Why keep looking, when the right one is there now. Indeed this is a product your dream woman buys for you. From women for men.

This ‘you’ve found the right one’ brand promise was reflected by the packaging design. The M of match showed the two partners together. And to differentiate from Axe/Lynx with its distinctive black packs, Match is smooth Apple white. Minimal content. Modern. A good match with the concept and the target group.