Ego to Axe Migration – 2001

Ego to Axe Migration
Ego to Axe Migration

I do believe great marketing leads to business results. But over time Marketing has been reduced to being about tactics that don’t have any link to driving business results. I am glad I came from that era that believed marketing can be a huge asset to the business.

In 2001 I was at Unilever- Lever Ponds and a recently made a marketing manager for Deodorants – Ego, Brut, Dove, Impulse, Shield for Woman & Shield for Men.

We were then asked by the supply chain team to look of we could change the name of Ego to Axe & Shield to Rexona so as to allow South Africa to become the hub to supply to the rest of Africa. We did the Ego to Axe change but for Shield, we decided the risk was too high.

I was relatively a new marketing manager. Ego at that time had a small market share compared to Shield. I worked with an incredible team of amazing marketers and agencies. Zayd Abrahams was the Brand Manager of Ego. We got into so much mischief and trouble. I recall the campaign was so risqué that one of the retailers threatened to delist OMO. Thank you to a supportive boss Doug Baillie I did not get into much trouble.

This campaign is where I learnt so much about leadership, taking ownership and understanding how great campaigns have the ability to drive business revenue and volume.

Ego to Axe Migration
Ego to Axe Migration
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