AXE
7
AXE Aden McNelly Brent Soffey Nalani Bayne
description
AXE. Aden McNelly Brent Soffey Nalani Bayne. BACKGROUND. Changed the name in U.K. & Ireland to Lynx because of trademark problems Originally in Europe, then Latin America, Asia In 2000 AXElaunched in the U.S. - PowerPoint PPT Presentation
Transcript of AXE
AXEAden McNellyBrent SoffeyNalani Bayne
BACKGROUND
Changed the name in U.K. & Ireland to Lynx because of trademark problems
Originally in Europe, then Latin America, Asia
In 2000 AXElaunched in the U.S.
Product line consists of different types of deodorants, shampoos, shower gels, and hair products
Ads have been criticized for sexual promiscuity and sexism
PREVIOUS ADS
“CLEAN YOUR BALLS”Campaign released January 11, 2010
Stars Jaime Pressly
Teamed up with with Edelman PR Go Red for Women (American Heart Association)
‘AXE Detailer Shower Tool’ helps keep all parts of the male body clean
Targets 18-24 year old males who now doubt the cleanliness of their….. “equipment”
SO…What do you think?
SUCCESS?Use it over, and over, and over again to get
greater effect from the audience
According to AdAge.com the “Clean Your Balls” campaign did better than its competitor Old Spice and it’s Red Zone campaign
YouTube- 1.9 million+ views
RELATION TO CLASS It targets younger Men by giving them doubt
about their cleanliness so they will want to purchase the product
Uses humor to attract more attention
Will change adverting due to it’s offensive excellence?!
Very successful on YouTube without any other major online promotion
Referenceswww.theaxeeffect.com
http://adage.com/mediaworks/article?article_id=143066
www.axeads.com.blogspot.com/
http://www.youtube.com/watch?v=6IMwuwrkd3s
http://marketingpractice.blogspot.com/2007/07/axe-axe-effect.html
http://blogs.imediaconnection.com/blog/2010/02/26/trends-with-traction-below-the-belt-is-on-the-rise/
