Buzz & Viral Marketing Agency - Vanksen|Culture-buzz
 
English
 
Deutsch
 
Franæ ©s
 
Español
 
中国

BUZZ NEWS

 
 

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.


Add This


Tags:
Culture Buzz tags : Axe sex appeal advertising ad
technorati tags : Axe sex appeal advertising ad
del.icio.us tags : Axe sex appeal advertising ad
icerocket tags : Axe sex appeal advertising ad
keotag tags : Axe sex appeal advertising ad

 

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.

Add a comment

Pre-moderation
 

This forum is moderated beforehand: your contribution will only appear after being validated by a site administrator.


Any message or comment?
 


Text of your message:
Who are you? (optional)
 



Hypertext link (optional)
 

(If your message refers to an article published on the web or to a page providing further information, please enter the title of the page and its URL below).


Subject:


URL:


 

Verification code :
 
 

Please enter the verification code :

 Code 

 
 


Other articles from this section

 

Advertising Intolerance

Times have changed. The hard work of civil rights activists, teachers, and diversity awareness workshops have paid off. We are THISCLOSE to electing the first black presidential candidate to the White House. While we still have a long way to go to root out (...)

 
 

The Second Edition of Buzz The Brand!

After the success of the first edition, the 2008 Buzz The Brand viral marketing conference is just around the corner. Strategies, a French marketing and communications magazine, has teamed up with Vanksen|Culture-Buzz to organize a 5 day event (October 20-24) (...)

 
 

Sarah Silverman Backs Obama

The youth vote is likely to be more important than ever this November 4th. We’ve been watching how both campaigns have been trying to target youth. However, Sarah Silverman is trying to get youth involved in this election in a whole new way. And of course she’s (...)

 
 

Diesel Invents Porno Cartoons

Following in the footsteps of Nike and its Human Race, Diesel is organizing the XXX Party, an event which will take place in 17 cities around the world on October 11th. The evening is being planned to celebrate the brand’s 30th anniversary and many big names (...)

 
 

Bloody Game—the Blood Donation Wheel of Fortune

Around the world, blood banks are suffering from a very significant shortage of blood donors. The French Blood Service (EFS) is no exception. Any method that gets people to donate blood is worth trying. Especially if it creates a bit of buzz! It’s in this (...)

 
 


More articles...



 
Nos Flux
 

 
 
 
Blog Navigation
 
Our interviews
 



Banners we Like
 
Talent Wanted
 
Super Intern Assistant Project Manager/Consultant Internship: Project Manager/Consultant Business Developer/Senior Web Consultant
Toutes les annonces » 
 
 
Contact

New York

+1 212 537 5059

Paris

+33 1 55 33 89 00

Worldwide contacts » 
 


 


ss_blog_claim=1e3ad9f0ed67b38d5dba28eea5674235