Axe Dark Temptation

Axe DARK TEMPTATION

In this instance, Axe wanted to create a fragrance that smells so good that women would want to eat it; for this purpose they made a session with women tasting ice cream flavors in which they found out chocolate was the flavor women wanted the most. Dark temptations is created to tell guys how to bee as irresistible as a chocolate to women. “Irresistible as Chocolate” platform was created and developed into core advertising “ a chocolate man who is the representation of this idea. This time I would like to present the different campaigns held around the world, with this type of campaign Axe unleashed a unique guerrilla campaigns in different markets of the world.

The first AXE DARK TEMPTATION AD shows the guy spraying the product and turning into a chocolate man that girls just cannot resist, they kiss, lick, bite and touch him everywhere he goes.

The Second ad is the French version bellow which shows a beautiful woman imitating a cooking show, when it comes to the part of the ingredients a man is put on the table she “tastes” him but apparently the flavor is not appealing so he sprays the new “axe dark temptation” and changed to “ the chocolate man “, the testing begins and this is where it becomes more attractive comprising sensible parts of the body.

In digitally advanced France 200,000 guys received “chocolate nibbles & licks” from girls on social networking site Skyrock. While real life 'Chocolate Guys' caused a stir in youth ‘energy centres.

http://live.axe.com.br/axe-university/

The most controversial one would the Sao Paulo campaign, where 40 attractive women in their lingerie stands around eating chocolate body parts in public places. This campaign is provocative and a little bit suggestive the different approaches depending on the market, also their website for dark temptation is more sexually suggestive with a lot of Lolita’s sort of type girls calling it “the axe university”, while the French site promotes more games and the opportunity to win different presents.