1. AXE Aden McNelly Brent Soffey Nalani Bayne

2. 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

3. PREVIOUS ADS

4. “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 18-24 year old males who now doubt the cleanliness of their….. “equipment” SO…What do you think?

5. 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

6. 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

7. References  www.theaxeeffect.com www.theaxeeffect.com  http://adage.com/mediaworks/article?article_id=1 43066 http://adage.com/mediaworks/article?article_id=1 43066  www.axeads.com.blogspot.com/ www.axeads.com.blogspot.com/  http://www.youtube.com/watch?v=6IMwuwrkd3s http://www.youtube.com/watch?v=6IMwuwrkd3s  http://marketingpractice.blogspot.com/2007/07/ax e-axe-effect.html http://marketingpractice.blogspot.com/2007/07/ax e-axe-effect.html  http://blogs.imediaconnection.com/blog/2010/02/ 26/trends-with-traction-below-the-belt-is-on-the-rise/ http://blogs.imediaconnection.com/blog/2010/02/ 26/trends-with-traction-below-the-belt-is-on-the-rise/