{
  "schemaVersion": "1.0",
  "generatedAt": "2026-08-28T12:23:08.931Z",
  "id": "17",
  "slug": "axe-proving-the-products-claim",
  "url": "https://www.usp.at/demo-library/axe-proving-the-products-claim",
  "title": "Axe – Proving the products claim",
  "displayTitle": "Axe – Proving the products claim",
  "brand": "Axe",
  "company": "Unilever",
  "category": "Personal Care",
  "claim": "A body spray that not only smelled good but also eliminated bad odour by killing the responsible bacteria.",
  "benefit": "educate, prove the product claim and convert",
  "technology": "Zinc Detector",
  "claimTypes": [
    "Freshness"
  ],
  "businessUses": [
    "Retail Activation"
  ],
  "formats": [
    "Diagnostic Tool"
  ],
  "image": "https://www.usp.at/images/demos/axe-proving-the-products-claim/demo-17-AXE-Zinc-Test-1.webp",
  "summary": "Axe – Proving the product’s claim: Axe deodorant marketing team developed a great marketing strategy for their product that has been extremely successful. However, over time the product has been viewed as just a body spray. The Axe Global team in the UK wanted to change this...",
  "publicExcerpt": [],
  "access": {
    "fullCaseStudy": "gated",
    "note": "The full write-up is available on the demo library page after entering an access code. Request access at https://www.usp.at/contact"
  }
}