Axe is one of the most known brand all over the world and they have done it by always being unconventional in their products and their marketing communications. Their marketing communications always had a transformational appeal and to be precise sex appeal to it, which was well positioned according to the product and the target market.
After the success of chocolate variant, Axe this time came out with a new concept of using two variants, instead of one and experiences the new fragrance, this is something unique or strange and the big question is why will a customer buy two variants and then use it together?
A new campaign and other promotional strategies were created for awareness and curiosity about using two products together .Unilever’s agency developed a media-neutral campaign where “mixed fragrances” corresponded to “mixed women.”
The idea was to show men the power of mix and matching women with different tastes and preferences. The promotional campaign of TV and billboards and flyers that showed how men could match up different parts of the female body. In the second phase consisted of interactive billboards where men could vote on their favourite combinations through their mobile phones or the AXE website. And they were successful in Latin America after this launch. Will this AXE EFFECT work in INDIA ? ?
3 comments:
Intersting stuff man.Axe always come up with something new.Cleverly use the borrowed interst,isn;t it!Goodone
I don't think it will work in India because India is full of people who have a biased approach towards traditions and cultures.
The moral policemen will come to the front demanding the video to be taken off air.
Yogesh, I would like to see the video on Youtube. Pass on the hyperlink to me. Also, from the next time when you see a commercial, please refer to the video by a hyperlink, so that your blog readers can refer to it.
Stalin's idea of Borrowed Interest remains a mystery. I didn't understand the application of Borrowed Interest in the Axe ad.
Would seek the clarifications.
Yogesh, Keep up the good work going.
Cheers,
DeeP.
Curator - Grey Oasis.
# Company - www.GreyOasis.com
# Blog - http://marketingenvironment.blogspot.com/
# Twitter - http://twitter.com/deeptaman
good job yogesh..Axe is truely innovative in launching its products or rather say it is best at communicating its product to the aam janta.But the question is....will this promotional campaign taste the fruit of success in INDIA? According to me , it is aM big NoNo.I totaly agree with Mr.mukherjee's pint of view.India is a country where tradition is worshiped more than success.Even if Axe is successful in launching this promotional campaign,am pretty sure that this would be on an ad-hoc basis.Yongsters would love it but whether the other section people would welcome it with open arms ,,,is still a big question mark.We can only wait and watch the Axe's after effect.
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