Saturday, June 23, 2007


While most deodorants usually try to communicate that their product makes you stink less, Axe took a completely different route by positioning their deodorant body spray to improve success with women. Axe, a brand of Unilever, created a need for male perfume and their marketing has successfully spread the idea across multiple countries. The ads focus on the simple message of improving success with women by featuring a young man who sprays himself with Axe causing an immediate aphrodisiac effect on every woman who inhales the scent. The woman says "Bomchickawowwow", a phrase created to be understood in every language as the feeling of intense desire caused by Axe spray. Axe was able to alter behavior across the globe by positioning away from competitors and communicating a simple message that is highly important to the target market.

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