Axe – everybody thinks of it as a cool guy who drives women crazy! This is the strategy they have been promoting ever since day one on the market. Although, many guys think of this as an anti-perspirant and just don’t give a rat’s ass on the way it smells. They use a perfume over it and that’s it.
The latest campaign here in Romania has a very good slogan „Ia mintile fetelor cuminti!” but I am really curious if it will change the brand perception. Anyway the slogan is genius, gold, platinum. I think it really points out the new communication strategy. It’s a deodorant for the usual guy who doesn’t use a perfume but wants to be sexy and seductive. The librarian in the TVC is the perfect target.
What do you think?