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Axe: Desire for sale

 

Posted on May 14, 2008
Reina Lee

 

The story starts like this.

Once upon a time, asceticism was a virtue, but now, the Age of Innocence is long gone. The discussion and depiction of sexual fantasies are no longer considered taboo, and there are several brands that are better known for their advertisements than for their products. Showing the most possible skin can be seen as a means to achieve a maximal buzz effect.

There is a brand named Axe, under the Unilever group, that is known for the creation of male beauty products. You can find aftershave lotions, deodorants, shower gels and so on in their line of products. However, these products are not the main reason for Axe’s fame. What made Axe famous?

Girls.

If you are wondering what “Sex appeal” marketing is, I would like to invite you to watch a series of advertisements for Axe products. Whether it is for academic research in the fields of communication or psychology, Axe brand communication can help you understand what the sexual fantasies of men are and how effective Axe is in portraying them.

Axe teamed up with Playboy magazine to recruit the Axe Girls.

“You’re needed at the Axe cottage” is the copy of the brand’s latest advertisement. No perverted imagination here, it is simply about inviting 4 lucky guys to spend a "good time" with beautiful ladies. However, Axe is providing the creative space for you to imagine what will actually happen there.

Axe bullet – Don’t let your opportunity pass you by

L.A.S.S – Anti-Soap Squad

L.A.S.S will wash your sins away with Axe body wash.

Axe Dark Temptation

The dark temptation was continued by guerrilla marketing in São Paulo, the biggest city in South America, with 40 hot girls in minimal dress – only lingerie – eating body-shaped chocolate limbs on terraces. Sounds creepy, however, it was rather provoking.

According to Ads of the World sex, nudity, and the appeal to fantasies increase attention. The latter is rated as being more interesting and often leads to stronger feelings about the advertisement. But, the brand recall is often lower in these cases. It often interferes with message comprehension. And it’s true that Axe Mmmmouses were effective enough when raising recognition for Axefantasy.com in Dubai.

Ironically, Unilever, the mother brand of Axe, is famous for its brand Dove, which is currently carrying out a "Real Beauty" campaign.

Here, the question arises: which "true color" does Unilever want to reflect? The choice is yours.


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Comments

1. Wednesday 14 May 2008 attime 23:37, by Polo :: http://splitdadiz.com/

Yeah, it’s reality, sexy or/and nudes women are great shelling & high click in advertising on the web since 80’. It’s like a game, the creator & director of this are men, you what else ... But When will women have sexy advertising ^^

2. Monday 7 July 2008 attime 23:48, by shalimarmermaid

Sex sells? Not if the audience can’t remember the product when they get to the store.

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