When the brand AXE was looking for a shower scrub idea in 2002, they commissioned a BCR FOPPER®.

This process produced 3 strong ideas, with Snake Peel as the client’s clear choice, thanks to its distinct link with the brand. BCR was then commissioned to conduct a Prototype Case Study and Briefer.

The outcome was the communication brief ‘Wash away your sins’, which led to outstanding above and below the line communication throughout the world.

"The concept development process not only created a fantastically insightful consumer product concept but because of the level of engagement required from the brand team it generated energy and automatic buy in from everyone."
Margaret Jobling, Unilever, Male Grooming Global Brand Director


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