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 ? ?
