revenge of the axe effect f
TRANSCRIPT
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even
ge ofthe
Effec
tPaper by Hasse, Jonathan, Sanne, Sophie and Virgine
for @kuladv. Questions? Tweet @rozeridder
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1.
Introductio
n
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France, 1983
Owned by:
Known as Lynx inthe UK, Australiaand Ireland
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#1worldwide
brand
mens grooming
products
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sold in
over60 countries
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products includedeodorant,
shower gel andaftershave
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2.Advertising
strategy
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the
Effec
t
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the Effect
1. Buy
AXE2.
Spray3. ????4.Sex!
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typicalnarrative:
a maleprotagonist...
(not very hot, so young men can identify
with him)
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...uses
AXE...
(which clearly
establishesthe brand within thenarrative)
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...and gets thegirl
(well get back to these girlslater)
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AXE campaignsare
interactive, original, and
digital
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They effectively use humor
and
sexuality to attract
attention, and
axe has received numerous
awards
for theircampaigns
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does this mean all iswell
with the AXE brand?
we think
not...
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3.
Threats
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#1 Believability
(some things have even less of it than a
presentation using Comic Sans)
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Everyone knows youshouldnt takethe AXE effect literally,
right?
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using deodorant doesmake youmore attractive to theother sex,
even if they cant smell
you:
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Attractiveness
These are the average ratings for men given bya panel of
women, after seeing a video introduction they
made7
5,25
3,5
1,75
0Placebo Deodorant
S. Craig Roberts etal.
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Attractiveness
These are the average ratings for men given bya panel of
women, after seeing a video introduction they
made7
the AXE
effect5,25
3,5
1,75
0Placebo Deodorant
S. Craig Roberts etal.
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not very impressive,is it?
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But these guys dontthink so...
(well, were guessing really, we found them onthe internet)
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#2.Hypocrisy
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Remember these
girls?
(I bet youdo)
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Theyre not exactlyDoves
idea of RealBeauty:
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guess who owns
bothAXE and Dove?
h bl h
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the blogospherealready
called themout...
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if Unilever increases thefocus on
their overall brand,more people may notice
it too
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there is
however
a biggerproblem:
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4. Target
audience
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however...
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This is the market share of AXE(Lynx)
deodorant in the UK (2007)Axe Other brands
11-
17
18-
24
25-
34
35-
44
45-
54
-
0 25 50 75 100
Unilever
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We believe Unilever needs toexpand thetarget demographic for AXE
products
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There is a lot more room togrow
in the olderdemographicsAxe Other brands11-
17
18-
24
25-
34
35-
44
45-54 Potential forgrowth
55-74
0 25 50 75 100
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Suggestion for
growth
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1. Appeal tothe
30+ markettoo
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We suggest a limited
editionof AXE products thatappeals to the30-45
demographic
egu ar axe can
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egu ar axe canbeseen as a
desperateattempt to
attract
girls
...
whereas
theedition
is
imate
tool
seducers
arsenal
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2. Break themold
T t i thi
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Try to mix up thisformula:
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Why not use girls
withan attitude insteadof a
fetish for Axe foronce?
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2. Addrational
appeal
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Axe stays vague
about itsactual function
(which could use improvementsas well)
Making a rational appeal
canattract olderdemographicsand increasebelievability
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but by all means, keep itlight and
humorous!
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6.
Conclusion
Axe needs to growup:the Axe effect has won over
teens,but to attract older segments a
change
of strategy is needed.Axe needs to avoid being cast
off as abrand for kids and high school
boys