In this production we bring a teaching case developed for technical teaching in administration. In order to develop practical knowledge about positioning, the Axe brand was used. The contextualization presents the evolution of the brand in the construction of a positioning that yielded gains for years. The learning comes from the challenge of the divergence of the brand in the face of society's movement and shoppers' pains. The student must present a solution that makes use of the brand essence theory, which will guide the process of diagnosing the scenario, elaborating a distinct strategy, which will end with the presentation of an action plan. In order to generate learning about the consumer goods market, the student will have to develop activities using knowledge in the areas of marketing, commercial, product, and supply chain.