70 likes | 236 Views
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.
E N D
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. Product line consists of different types of deodorants, shampoos, shower gels, and hair products Ads have been criticized for sexual promiscuity and sexism
“CLEAN YOUR BALLS” SO…What do you think? • 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”
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
References www.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/