The brand axe is considered to be one of the most recognized brands in a short period of time thanks to intense and successful campaigns based on previous studies on consumer behavior.
Taking into account the young target audience, they focused their energies into what they considered an important issue to teenagers and young adults “getting the girl”, how to get women’s attention. The objectives of AXE campaigns are to reintroduce men’s personal care products in a hip and attractive way; this is what they consider “The AXE EFFECT”.
The Axe Effect is an internationally recognized name for the increased attention Axe-wearing males receive from eager, and attractive, female pursuers
Axe is promoted extensively through its various advertising campaigns. The highlights of AXE campaign to create their message and communicate to their audience were that if you used their products women will fall over you, you will look and smell good, gaining strong confidence when asking a woman and as final result you will for sure get the girl you dream of. One of the main elements is “ the girl”, everything surround about how you will get it to be able to convince their consumers that the only thing they need is AXE products and they will have the same as the commercial or advertisements implies. They rely on implicit and explicit sexual references in edgy videos design to intricate on the “boy gets girl” theme.
Right now in French market you could find the following products with their campaigns:
-Provocation: the fallen angels
- Dark Temptation: As irresistible as chocolate..
- Hot Fever: Who has the biggest Maracas?
- Cool Metal: Keep a cool head.
- Twist: Fais vibrer les filles.
- Rise Up: Get ready!
- Vice Makes girls less wise.
Also you can find Marine, Musk, Click, Shock, LEndemain Difficile among others.
And for the same type of products and campaigns a new line called DRY:
Dry Full Control
- Dry Provocation
- Dry Dark Temptation
- Dry Sharp Focus
- Dry Click
- Dry Twist
Thanks for revealing, I found this particular article while looking for infomation regarding my term paper, interesting comments and excellent points made.
ReplyDeleteBrand Marketing Agency Singapore
Wow.........! Nice post. Your blog post is very attractive and remind us the words that, The AXE EFFECT. I also want to say something about our company that Brand Harvest provide effective brand communication strategy to the client. Our brand strategy team works closely with our clients’ to achieve positive results. Thanks for sharing this post !
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