Brand designers reengineered the Axe bottle to curb a problem anyone who grew up after the ’80s is familiar with: chronic ...

Many people have heard the story about two woodcutters chopping trees in the forest. One chops and chops and chops without stopping, while the other takes breaks frequently, but still manages to chop ...

This weekend, Bostonians were treated to the news that an axe-throwing bar is likely to open in a nearby town next summer. Believe it or not, axe-throwing bars, where patrons throw axes at targets on ...

As they’re making their way through Target, the young women pass the deodorant aisle and see a display for Axe body spray, that scent of choice for advertising-susceptible guys ages 18 to 24. And ...

The Manhattan laboratory of International Flavors & Fragrances, a facility that spans the better part of a Midtown office floor, has more bottles lying around than a frat house on Sunday. There are ...

As Cracker Barrel recently learned, moving away from what consumers want can turn a brand bland — unless that’s what a brand’s fans are clamoring for. Which is the case for a new rebrand by Axe, the ...

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