What all changes have been made in the packaging? How these new changes were implemented?

Comparison of new packaging vs. old packaging

Major changes had been made to the spray nozzle of the Axe Effect Deodorant spray can in 2006. The spray can nozzle had been changed to a Twist top open to reveal nozzle nozzle from the regular button press nozzle. This change was implemented with a product launch of Click /Clix (also called score in some countries), A variant with a flattop and twist to open top can. Axe also gave away free clickers to promote the scent. This new can drew customer appreciations worldwide and majority of them had a common satisfaction point: the new nozzle prevented the accidental spill over or button press in bags. The design of the nozzle was such that it needed to be twisted in order for button to be accessible and be pressed. This in essence prevented accidental sprays, which in turn saved the deodorant and other content of the bag. Axe with this particular variant also gave away free clickers as a part of promotional scheme running along the theme for the variant. The new cans were also flat on top and hence were stackable, as against the old cans which were slanting and took lot more shelf space.

How the changes impacted sales? Was it a success or failure? The change was a huge success and it was widely appreciated worldwide across the all review forums and blogs. The acceptance of the change was evident in the sales figures and brand share of Axe from 2006 to 2007. The Axe brand share worldwide grew from 9.6 to 9.9 from 2006 to 2009 and has almost been consistent ever since. The below is the brand share is

Brand Shares (by Umbrella Brand Name) | Historic | Retail Value RSP | % breakdown Categories Brand Time Periods World Deodorants Axe/Lynx/Ego (Unilever Group) 2006 9.8 Deodorants Axe/Lynx/Ego (Unilever Group) 2007 9.9 Deodorants Axe/Lynx/Ego (Unilever Group) 2008 9.9 Deodorants Axe/Lynx/Ego (Unilever Group) 2009 9.9 Deodorants Axe/Lynx/Ego (Unilever Group) 2010 10.1 Deodorants Axe/Lynx/Ego (Unilever Group) 2011 10.4 Research Sources: Beauty and Personal Care: Euromonitor from trade sources/national statistics Note: Historic regional/global values are the aggregation of local currency country data at current prices converted into the common currency using y-o-y exchange rates Source : Euromonitor International