
Axe Naturals
Agile innovation for a Gen-Z target
A great idea is not a guaranteed success. The crux is in its realisation, ensuring it’s brought to life in the right way. Exactly the challenge that applied to AXE. To identify a natural proposition that felt right for the brand, that…
-
aligns with AXE’s uniquely distinctive personality
-
delivers the type of ‘natural’ the AXE guy is looking for
-
taps into Gen-Z’s deeper consciousness around natural products


THE BIG PICTURE’S APPROACH
Our innovation sprint method, across UK, US and Argentina, got the AXE team further faster
We cycled through three iterative phases to collect consumer feedback and build ideas continuously and collaboratively
Our online CoLab methodology delivered the perfect platform:
- to co-create with consumers
- on an international scale
- in a rapid, time-effective process
- underpinned by design thinking
Sprint workshops capitalise on momentum, creativity, and rigour to bring the innovation vision to life. These action-oriented sessions
- deploy divergent and convergent techniques
- thrive on vivid consumer immersion from CoLab
- are grounded in knowledge-pooling from broad-ranging contributors
- deliver engaging consumer-centric concepts
