WHEN PREJUDICES ARE BROOKEN, NEW WORLDS EMERGE.
According to the Institute of Women’s Police Research, women spend 22% more time of doing household chores than men. For that reason, doing dishes isn’t something that they actually enjoy and AXION wanted to change that providing support and care no matter who does it. We identified that household leaders are all different and not all of them have the same preconception about chores, so with a disruptive campaign we communicate the functional and emotional benefits of the product not only to lift grime but prejudices too. An e-commerce strategy was also built to provide and make available to household leaders AXION products because for doing groceries there’s no need to go the grocery store. That alongside the communication strategy we help users to change their perception about washing up. We are so proud to participate in initiatives that earese gender gap and permits families to decide what makes the most sense to them when it comes about domestic chores. Let’s not forget how beautiful washing the dishes can be!