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

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.

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