FMCG · Jan 2004 – Jan 2006 · Durban
Unilever: Axe
Assistant Brand Manager (South Africa)
On Axe I grew turnover from R80M to R110M through new launches, activations and Cannes-winning advertising.
At a glance
- Initiated, briefed and led "Get a Girlfriend", which won Gold, Silver and Bronze at Cannes.
- Launched Axe Touch (2004), Unlimited (2005) and Click (2006), and the Axe Dry range.
- Led 7 limited-edition launches, adopted as global best practice by the Axe global team.
- Managed the FHM 100 Sexiest Women activation, which won Activation of the Year.
- Built the largest youth database in South Africa within 3 months, and the Axe website and mobile site.
“Muhammad displayed a key trait which marketers at all levels should never [lose], being inquisitive about our consumers' habits.”
The full story
Touch, Unlimited, Click and Axe Dry
I launched three new Axe fragrances in South Africa: Touch (2004), Unlimited (2005) and Click (2006), backed by the well-known "clicker" TV ad. I also launched the Axe Dry antiperspirant range, starting with three variants, and led seven limited editions that the global team adopted as best practice.
A Cannes-winning campaign
I initiated, briefed and led "Get a Girlfriend", which won Gold, Silver and Bronze at Cannes. The print ads are below.
The largest youth database in South Africa
I built the largest youth database in South Africa within three months, plus the Axe website and mobile site, and managed the FHM 100 Sexiest Women activation, which won Activation of the Year.
The Get a Girlfriend ads
In the press
- Get a girlfriend Ads of the World
- One Show 2007 finalists Bizcommunity · Apr 2007