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Excerpt from Racked -- “The bottom line, though, is that guys will always need to buy deodorant. Meyvis questions whether consumers even seriously bought into Axe’s former branding. 'I think that people were buying Axe in the past more because it was a cool brand for young men rather than they really thought "I will become the chick magnet from the advertisement,"' he says. 'If that were the case, of course this would be a bad decision to do this campaign. But the world changes, and what is cool for young men changes, too. To that extent, it may not be as radical a departure from the past positioning: "We’re the cool brand for young men, whatever is happening in the world today."'"

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