“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 year old malesmales Captured 10% of a $2 billion a year deodorant market. Release a new scent every year since the launch in 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,"guy - 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. women