Axe (also known as Lynx in the UK) is one of the best selling male deodorant brands in the world. Axe are known for their sexual/seductive adverts and famous for "giving guys the edge in the mating game". Axe promises guys with confidence and seduction through their fragrances. (Advertising in Education, 2013)
Axe targets the male population, mainly at the age group of where boyhood turns to manhood (15-25 years old). To maintain a high gross of sales for the growing youths, they come out with new fragrances, packaging and communication annually.(Advertising in Education, 2013) Besides deodorants, Axe also have a deodorant line for females as well as shower gels and shampoos. (Cosmetic and Beauty Coupons, NA)
Their brand strategy is such that it gives a motivation boost to men. It gives an underlying message that the brand users are high on confidence and women will make the first move. It targets to fulfill the male fantasy/desire of an attractive women making the first move.(Sharma C, Kozhikode I, 2011)
This of course affect users sub-consciously.
Reference:
Cosmetic and Beauty Coupons, Year. What is Axe? [Online] Available at:
http://cosmeticsandbeautycoupons.com/axe-history-of-the-company.html [Accessed: 28th May 2013]
Sharma C, Kozhikode I, 2011, What Makes Axe Campaign A Success? Consumer Behavior Perspective, [Online] Available at:
http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56 [Accessed: 28th May 2013]
Advertising In Education, 2013, Axe Anarchy Case Study, [Online] Available at:
http://advertisingineducation.org/bulletin/?p=283 [Accessed: 29th May 2013]
Artist, Year. Axe & Lynx. [electronic print] Available at: http://advertisingineducation.org/bulletin/wp-content/uploads/2012/10/Axe_lynx-logo-276x300.jpg [Accessed: 29th May 2013]
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