Revenge of the Axe Effect f

7/29/2019 Revenge of the Axe Effect f

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even

ge ofthe

Effec

tPaper by Hasse, Jonathan, Sanne, Sophie and Virgine

for @kuladv. Questions? Tweet @rozeridder


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1.

Introductio

n


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France, 1983

Owned by:

Known as Lynx inthe UK, Australiaand Ireland


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#1worldwide

brand

mens grooming

products


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sold in

over60 countries


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products includedeodorant,

shower gel andaftershave


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2.Advertising

strategy


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the

Effec

t


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the Effect

1. Buy

AXE2.

Spray3. ????4.Sex!


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typicalnarrative:

a maleprotagonist...

(not very hot, so young men can identify

with him)


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...uses

AXE...

(which clearly

establishesthe brand within thenarrative)


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...and gets thegirl

(well get back to these girlslater)


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AXE campaignsare

interactive, original, and

digital


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They effectively use humor

and

sexuality to attract

attention, and

axe has received numerous

awards

for theircampaigns


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does this mean all iswell

with the AXE brand?

we think

not...


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3.

Threats


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#1 Believability

(some things have even less of it than a

presentation using Comic Sans)


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Everyone knows youshouldnt takethe AXE effect literally,

right?


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using deodorant doesmake youmore attractive to theother sex,

even if they cant smell

you:


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Attractiveness

These are the average ratings for men given bya panel of

women, after seeing a video introduction they

made7

5,25

3,5

1,75

0Placebo Deodorant

S. Craig Roberts etal.


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Attractiveness

These are the average ratings for men given bya panel of

women, after seeing a video introduction they

made7

the AXE

effect5,25

3,5

1,75

0Placebo Deodorant

S. Craig Roberts etal.


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not very impressive,is it?


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But these guys dontthink so...

(well, were guessing really, we found them onthe internet)


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#2.Hypocrisy


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Remember these

girls?

(I bet youdo)


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Theyre not exactlyDoves

idea of RealBeauty:


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guess who owns

bothAXE and Dove?

h bl h


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the blogospherealready

called themout...


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if Unilever increases thefocus on

their overall brand,more people may notice

it too


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there is

however

a biggerproblem:


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4. Target

audience


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however...


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This is the market share of AXE(Lynx)

deodorant in the UK (2007)Axe Other brands

11-

17

18-

24

25-

34

35-

44

45-

54

-

0 25 50 75 100

Unilever


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We believe Unilever needs toexpand thetarget demographic for AXE

products


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There is a lot more room togrow

in the olderdemographicsAxe Other brands11-

17

18-

24

25-

34

35-

44

45-54 Potential forgrowth

55-74

0 25 50 75 100


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Suggestion for

growth


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1. Appeal tothe

30+ markettoo


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We suggest a limited

editionof AXE products thatappeals to the30-45

demographic

egu ar axe can


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egu ar axe canbeseen as a

desperateattempt to

attract

girls

...

whereas

theedition

is

imate

tool

seducers

arsenal


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2. Break themold

T t i thi


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Try to mix up thisformula:


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Why not use girls

withan attitude insteadof a

fetish for Axe foronce?


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2. Addrational

appeal


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Axe stays vague

about itsactual function

(which could use improvementsas well)

Making a rational appeal

canattract olderdemographicsand increasebelievability


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but by all means, keep itlight and

humorous!


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6.

Conclusion

Axe needs to growup:the Axe effect has won over

teens,but to attract older segments a

change

of strategy is needed.Axe needs to avoid being cast

off as abrand for kids and high school

boys

Revenge of the Axe Effect f

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