PB Creative Wins Silver for Axe’s new global positioning!

Historically Axe (Lynx) has targeted a young male demographic, with brand messages revolving around traditional ideas of masculinity, desirability and attraction. Axe’s new positioning features a radical, progressive point of view on masculinity and attractiveness, focused on allowing guys to find their own individual style and inspiration. PB Creative has been instrumental in the brand refresh, developing a new brandmark and updating the brand’s base range of products, including new icons for its 40+ fragrance variants.