To launch Twist, a new men’s fragrance in its global Axe brand, Unilever turned to a preapproved crowd of eager young amateurs for help. Venessa Wong reports in Business Week.
“In July 2008, Unilever executives convened 16 regular young men and women from around the world at a meeting in New York. Why? To tap them for ideas for a new global fragrance for Axe, a brand of men’s body spray, antiperspirant, and shower gel. The company had previously experimented with consumer-driven product development for local launches, but never for one on such a large scale.”