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

Facebook

YouTube- 1.9 million+ views

Twitter

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/