Second Wind: How Axe is rewriting the marketing spray-book for a new gen | Suzy
Speed of Culture Podcast VideosMarch 24, 202600:27:21

Second Wind: How Axe is rewriting the marketing spray-book for a new gen | Suzy

In this episode of The Speed of Culture podcast, Matt Britton sits down with Dolores Assalini, Head of Axe US at Unilever. Dolores unpacks how one of the most culturally iconic men's personal care brands is reinventing itself for a new generation. From the launch of their new spray technology to the creator-led campaign History of Overdoing It, she explains how Axe is leaning into humor, social insight, and authenticity to win back cultural relevance. The conversation covers how AI is reshaping product discoverability, why the linear advertising model is officially dead, and what modern brand stewardship looks like when your consumer lives on TikTok.


[01:09] – Respecting the Legacy While Building the Future
[03:28] – Walmart, E-Commerce, and the New Path to Purchase
[06:42] – The History of Overdoing It: Product Innovation Meets Social Insight
[11:33] – Creator-Led, Community-Built: The New Content Model
[16:40] – AI, Discoverability, and the New Front Door of the Internet

Listen to this Dolores Assalini Axe interview on The Speed of Culture podcast to explore how one of the most iconic brands in men's personal care is rebuilding cultural relevance through creator-led storytelling, product-rooted humor, and a social-first strategy built for the way Gen Z actually engages with brands today.

Apple Podcast: https://suzy.news/e907eb
Spotify Podcast: https://suzy.news/82d484

#SpeedOfCulture #Axe #Unilever #BrandStrategy #GenZMarketing #CreatorEconomy @AdweekMag
suzy, matt britton, Market research platform, market research, consumer insights,