Megan Haynes

Axe had a problem.

Teenage boys, despite stereotypes, do eventually grow up.

And Axe is so closely associated with adolescence, it can be hard to keep those guys loyal to the product, says Jessica Grigoriou, marketing director for hair care and deodorants at Unilever.

“Axe is often the first brand guys use when they get into body sprays,” she says. “But there is a sense that they feel like they’ve outgrown the brand [once they've left high school].”

http://strategyonline.ca/2015/02/06/weekend-reading-axe-bromances-the-older-gent/