Bom Chicka Wah Wah in a Can
It's been way too long since I've posted on this blog, so I should warn you that I'm back on track and you can expect to see lots of new featured brands coming up in th next few weeks. I'm back in action after a month long 'work coma'.
Let's start with Axe. I could not be more impressed with the switch in their advertising. The campaign began with a very clear focus on attracting males in the 15-29 year group. The spots were best suited for ESPN and Comedy Central, marginalizing female viewers unlikely to buy Axe themselves. Unilever may be outselling competition, but competition is fierce and abundant. With sales up last year only 2% last year for the Axe body spray, a change in marketing was necessary.
Over the past two months Axe has made a dramatic shift from being alienating to most female viewers with scantily clad Playboy style spots to being wildly entertaining for anyone watching. I've personally sent the YouTube videos of the ads to several female friends. And while I may not be rushing out to buy "mojo in a can", by pushing brand awareness out to my peers I've just answered every marketer's viral dream. Interestingly, the new campaign is designed to "ante up the sex factor". And I think it does. Only this time, for both genders.
Something about the '70's inspired retro hip vibe makes it much more likeable. I love the campy factor they've brought to the scene.
David Koven, brand manager for Axe, explains:
Personally I want their sales to soar simply to encourage them to release more spots. My favorite is below:
Let's start with Axe. I could not be more impressed with the switch in their advertising. The campaign began with a very clear focus on attracting males in the 15-29 year group. The spots were best suited for ESPN and Comedy Central, marginalizing female viewers unlikely to buy Axe themselves. Unilever may be outselling competition, but competition is fierce and abundant. With sales up last year only 2% last year for the Axe body spray, a change in marketing was necessary.
Over the past two months Axe has made a dramatic shift from being alienating to most female viewers with scantily clad Playboy style spots to being wildly entertaining for anyone watching. I've personally sent the YouTube videos of the ads to several female friends. And while I may not be rushing out to buy "mojo in a can", by pushing brand awareness out to my peers I've just answered every marketer's viral dream. Interestingly, the new campaign is designed to "ante up the sex factor". And I think it does. Only this time, for both genders.
Something about the '70's inspired retro hip vibe makes it much more likeable. I love the campy factor they've brought to the scene.
David Koven, brand manager for Axe, explains:
And while selling sexuality in a can may seem like a lofty goal, I'm guessing the new shift in strategy will yeild positive results. My guess is that women will at least consider purchasing Axe as a gift for the man in their lives."Bom Chicka Wah Wah" ... is a pop culture phrase that supposedly mimics a guitar sound from 1970s adult movies. While the target age group wasn't even born then, they get the reference, says William Gelner, group creative director at Axe ad agency BBH New York.
"There's something about that type of Starsky & Hutch, retro '70s thing that is very much a part of (today's) pop culture," he says.
Personally I want their sales to soar simply to encourage them to release more spots. My favorite is below:
posted by franki durbin @ 6:36 AM PERMALINK
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