Modernize an Outdated Branding Strategy?
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same time as a quick shower

The Axe Effect
The story of how Axe shifted their marketing message
Effective adverts capture your attention while enticing you to use the product. Something men’s grooming brand Axe (named Lynx in the UK, Australia, and China) definitely accomplished with their advertising campaign known as the “Axe Effect”.
Those familiar with the campaign, know exactly what the premise of each Axe commercial carrying this tagline is. A man sprays himself with Axe deodorant, and immediately hordes of attractive women flock toward him, unable to resist the instant attraction.
Literally promising to make any man a “chick magnet”, the message is clear: it’s all about getting girls. As many as possible!
During the 20-year span of what was widely considered a sexist advertising campaign, the “Axe Effect” tagline anchored countless TV – and print ads. Some of which certainly didn’t age very well looking back.

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