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Axe Terminates Puerto Rico Campaign Described As Immature And Out Of Step With Brand's New Direction

April 28, 2016: 12:00 AM EST
Unilever’s male grooming brand Axe terminated the “Sexy Beast” advertising campaign in Puerto Rico the company described as not compatible with the brand’s new direction. Developed by agency DDB Puerto Rico, the campaign featured a survey aimed at women, asking respondents about the qualities of their ideal man. Magazine Adweek’s AdFreak blog criticized the campaign for dealing in “regressive, simplistic notions of male-female relationships.”
"Axe Kills 'Sexy Beast' Campaign, Calling It Out of Step With Its 'Progressive' New Direction ", Tim Nudd, April 28, 2016, © Adweek
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