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Explore the evolution of Axe's brand messaging and its approach to masculinity in this insightful 18-minute conference talk from Web Summit. Delve into how one of the world's most powerful FMCG brands has adapted its legendary campaigns centered on attraction and masculinity to reflect changing societal norms. Learn from Rik Strubel, the brand's chief visionary, as he shares valuable insights on the transformation of Axe's marketing strategies in response to shifting cultural landscapes.
