Axe Cuts Past Competitors; Claims Market Lead

Axe has climbed the category by turning its back on other traditional tenets, eschewing sports tie-ins and programming; using online and content integration plays; and defining its competitive set not as deodorants but as PlayStation and Nike. (John Kuczala)

jackneff@earthlink.net

May 14, 2006 05:00 AM

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Food & Beverage

Inside the rise of Uncrustables—marketing gets a boost as adult love for the kids’ snack grows

Created for kids, the J.M. Smucker Co. is boosting marketing and manufacturing output as it enjoys love from celebrities and sports stars.

Inside the rise of Uncrustables—marketing gets a boost as adult love for the kids’ snack grows

Meta wants to automate where your ads appear. These new AI tools are step one.

Meta wants to automate where your ads appear. These new AI tools are step one.

Cannes Lions predictions—top creatives pick 53 campaigns to win

Cannes Lions predictions—top creatives pick 53 campaigns to win

Behind marketers’ agency briefs meant to secure Cannes Lions wins

Behind marketers’ agency briefs meant to secure Cannes Lions wins