Hasta La Creative!

Here’s an explanation from an Axe spokeswoman: “In Axe’s old campaigns, the power of attraction was in the can of Axe, whereas with ‘Find your Magic,’ the power of attraction comes from the guy himself.” The new work is “meant to put a playful, relatable spin on the ‘Find Your Magic’ point-of-viewthat inner confidence, self-expression and unique style are what truly make guys attractive, even when things don’t go as planned,” she says. The brand remains “dedicated to championing a more inclusive definition of masculinity and attraction.”

Marketing may gain from K-C’s job cuts

Huggies, Kleenex and Kotex marketer Kimberly-Clark Corp. said Monday it will cut 5,000 jobs in an extension of its long-running restructuring program. Media reports and some analysts blamed pricing pressure from Procter & Gamble Co., but P&G’s prices were neutral overall last quarter and focused mainly on razors. Both paper giants blamed unspecified competition, private label and retailer inventory cuts for troubles in diapers, as K-C blamed continued declines in U.S. birth rates. It’s unclear how many, if any, of those K-C jobs will be in marketing, but Chairman and CEO Tom Falk pledged in a conference call that some savings would go to increased marketing spending.

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