AXE Aden McNelly Brent Soffey Nalani Bayne. BACKGROUND  Changed the name in U.K. & Ireland to Lynx because of trademark problems  Originally in Europe,

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Presentation transcript:

AXE Aden McNelly Brent Soffey Nalani Bayne

BACKGROUND  Changed the name in U.K. & Ireland to Lynx because of trademark problems  Originally in Europe, then Latin America, Asia  In 2000 AXElaunched in the U.S.  Product line consists of different types of deodorants, shampoos, shower gels, and hair products  Ads have been criticized for sexual promiscuity and sexism

PREVIOUS ADS

“CLEAN YOUR BALLS”  Campaign released January 11, 2010  Stars Jaime Pressly  Teamed up with with Edelman PR  Go Red for Women (American Heart Association)  ‘AXE Detailer Shower Tool’ helps keep all parts of the male body clean  Targets year old males who now doubt the cleanliness of their….. “equipment” SO…What do you think?

SUCCESS?  Use it over, and over, and over again to get greater effect from the audience  According to AdAge.com the “Clean Your Balls” campaign did better than its competitor Old Spice and it’s Red Zone campaign  Facebook Facebook  YouTube- 1.9 million+ views  Twitter Twitter

RELATION TO CLASS  It targets younger Men by giving them doubt about their cleanliness so they will want to purchase the product  Uses humor to attract more attention  Will change adverting due to it’s offensive excellence?!  Very successful on YouTube without any other major online promotion

References      e-axe-effect.html e-axe-effect.html  26/trends-with-traction-below-the-belt-is-on-the-rise/ 26/trends-with-traction-below-the-belt-is-on-the-rise/