Transcript AXE.ppt

“Bow Chicka Wah
Wow”
History of the Axe Effect
• Launched in France, 1983
• A division of Unilever
• Introduced to the US in 2002
Marketing of Axe
• Aimed squarely at 18-34 year old males
• Captured 10% of a $2 billion a year
deodorant market.
• Release a new scent every year since the
launch in 1983.
• Spent $100 million in first two years on
advertising.
– 60% of budget to television
Axe’s New Marketing Angle
• "If my guy is spending 12 hours a week
playing games and nine hours watching
TV, I have to go to videogames,"
- marketing director Kevin George
• Axe cut television budget from 60% to
30% so they could pour money into offbeat
alternatives.
Controversy with Dove
• Unilever owns both Dove and Axe brands.
– Axe’s sex sells campaign and exploitation of
women is in direct opposition with Dove’s
Campaign for real beauty.