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AXE CASE ANALYSIS
The AXE campaign is one of innovation that focuses its attention on understanding the hygiene habits of young men and how they can become an intricate part of that cycle.
In 1983, AXE was born and launched in France (“Axe®,” 2010). In 2002, AXE was introduced in the United States (“Axe®,” 2010). In 2004, AXE came out with a line of anti-perspirant and deodorant sticks (“Axe®,” 2010). Following in 2005, a line of AXE shower gels were created (“Axe®,” 2010). After shower gels, hair products were created in 2009, and in 2010, AXE became the global leader in men’s grooming (“Axe®,” 2010).
In 2005, when AXE wanted to sell shower gel, they invented the “AXE Detailer: The Manly Shower Tool.” The AXE Detailer is a loofa wrapped in material that resembles a tire, to give off masculine appeal. This product was created to increase the sales of AXE shower gel (Axe detailer: the, 2009). It was determined that the only way men were going to buy shower gel was if they had something masculine to use to apply it (Axe detailer: the, 2009). There is no way young men would walk down the hall of their dorms, to use the shower with a fluffy and colorful loofa (Axe detailer: the, 2009). With this being known, AXE had to come up with something fresh and innovative in order to get young men to purchase the shower tool and shower gel (Axe detailer: the, 2009).
The agencies that the AXE campaign used from the beginning were undetermined, however, the agencies used for the AXE Detailer were found and researched. The primary agency employed was BBH, Bartle Bogle Hegarty (Axe detailer: the, 2009). BBH opened for business on March 29, 1982 and is a creative advertising agency specializing in brands and understanding the psychological levers used to engage their consumers (“Bbh,” 2008). BBH operates from six offices around the world in New York, London, Asia Pacific, Neogama, Shanghai, and Mumbai (“Bbh,” 2008).
The Media Agency employed was MindShare, which is a global media network whose main goal is to make their clients’ brands more famous and profitable (“Who we are,” 2010). Contributing agencies were Edelman PR and Integrated Marketing Services. Edelman PR is an independent global public relations firm that was the first firm to apply public relations to building consumer brands (“Welcome,”). Information on which Integrated Marketing Services were used was not discovered since there are many throughout the United States and the research gathered did not specify a particular agency.
AXE’s main competition is Old Spice, Gillette, and Suave for Men. Dove Men’s Care is emerging as a new competitor, however it is more mild than the other three. Other competitive brands include Irish Spring and Dial. They are trying to make an attempt to compete with AXE and some of the other big competitiors in male hygiene. However, Irish Spring and Dial are not making much of an impact. Other brands that are lower on the totem pole include Lever 2000, Zest and Alpine Extreme. These brands are definitely behind the curve and should focus on positioning themselves in a way that is going to be more profitable so that they are not completely washed out by the competition. Initially, all of these brands simply wanted to keep men smelling good and feeling fresh. However, something had to distinguish these competitors from each other. AXE broke the mold with tying in personal hygiene and women. The AXE campaign capitalized on the idea that young men are more concerned with women than personal hygiene. Therefore, this big idea was used to their advantage. Since it became such a trend, many other brands started to fall in line and imitate what they saw in television commercials, magazine advertisments and social media websites.
Dial has been trying very hard to reach a different audience. The name of one of their shower gels is “Magnetic: An Attraction Enhancing Body Wash.” Dial understands the trend and is trying its hardest to jump on the bandwagon.
In 1983, AXE was born and launched in France (“Axe®,” 2010). In 2002, AXE was introduced in the United States (“Axe®,” 2010). In 2004, AXE came out with a line of anti-perspirant and deodorant sticks (“Axe®,” 2010). Following in 2005, a line of AXE shower gels were created (“Axe®,” 2010). After shower gels, hair products were created in 2009, and in 2010, AXE became the global leader in men’s grooming (“Axe®,” 2010).
In 2005, when AXE wanted to sell shower gel, they invented the “AXE Detailer: The Manly Shower Tool.” The AXE Detailer is a loofa wrapped in material that resembles a tire, to give off masculine appeal. This product was created to increase the sales of AXE shower gel (Axe detailer: the, 2009). It was determined that the only way men were going to buy shower gel was if they had something masculine to use to apply it (Axe detailer: the, 2009). There is no way young men would walk down the hall of their dorms, to use the shower with a fluffy and colorful loofa (Axe detailer: the, 2009). With this being known, AXE had to come up with something fresh and innovative in order to get young men to purchase the shower tool and shower gel (Axe detailer: the, 2009).
The agencies that the AXE campaign used from the beginning were undetermined, however, the agencies used for the AXE Detailer were found and researched. The primary agency employed was BBH, Bartle Bogle Hegarty (Axe detailer: the, 2009). BBH opened for business on March 29, 1982 and is a creative advertising agency specializing in brands and understanding the psychological levers used to engage their consumers (“Bbh,” 2008). BBH operates from six offices around the world in New York, London, Asia Pacific, Neogama, Shanghai, and Mumbai (“Bbh,” 2008).
The Media Agency employed was MindShare, which is a global media network whose main goal is to make their clients’ brands more famous and profitable (“Who we are,” 2010). Contributing agencies were Edelman PR and Integrated Marketing Services. Edelman PR is an independent global public relations firm that was the first firm to apply public relations to building consumer brands (“Welcome,”). Information on which Integrated Marketing Services were used was not discovered since there are many throughout the United States and the research gathered did not specify a particular agency.
AXE’s main competition is Old Spice, Gillette, and Suave for Men. Dove Men’s Care is emerging as a new competitor, however it is more mild than the other three. Other competitive brands include Irish Spring and Dial. They are trying to make an attempt to compete with AXE and some of the other big competitiors in male hygiene. However, Irish Spring and Dial are not making much of an impact. Other brands that are lower on the totem pole include Lever 2000, Zest and Alpine Extreme. These brands are definitely behind the curve and should focus on positioning themselves in a way that is going to be more profitable so that they are not completely washed out by the competition. Initially, all of these brands simply wanted to keep men smelling good and feeling fresh. However, something had to distinguish these competitors from each other. AXE broke the mold with tying in personal hygiene and women. The AXE campaign capitalized on the idea that young men are more concerned with women than personal hygiene. Therefore, this big idea was used to their advantage. Since it became such a trend, many other brands started to fall in line and imitate what they saw in television commercials, magazine advertisments and social media websites.
Dial has been trying very hard to reach a different audience. The name of one of their shower gels is “Magnetic: An Attraction Enhancing Body Wash.” Dial understands the trend and is trying its hardest to jump on the bandwagon.
Suave for Men sticks with a typical title “Refreshing,” but the name of the scent is the “Classic Masculine Scent.” It has yet to be determined what the classic masculine scent is, but apparently the brand managers at Suave know something that the rest of the universe does not.
Old Spice and Gillette have been sticking with their typical hourly protection, but have also been changing their own appearance, overall message and shifting their view on men’s personal care.
Old Spice has appeared very threatened by AXE and it is apparent in their change in body wash. Now there is Old Spice “After Hours,” implying that men will still smell good when they are with a date, “after hours” (“Mens grooming,” 2008). There is also Old Spice “Swagger” (“Mens grooming,” 2008). “Swagger” is slang that is typically used to describe a man’s personal style and level of appeal/attraction.
Irish Spring is clearly trying to make the transition from bar soap to body wash/shower gel. They have changed the packaging of their shower gel to resemble that of AXE.
Zest is far behind, simply sticking to their theme of making sure that men are clean and feel refreshed. Zest appears very simple and chooses not to waste time on trying to attract a different type of audience.
Dial still has a line of bar soap, but is also trying to break into the market of teenage boys and young men with their “Attraction Enhancing” body wash.
It is clear that many of the competitors are trying their hardest to join the “AXE Effect,” all to no avail.
The AXE campaign specifically targets males ranging in age from 13 to 35. This target audience was selected because they are young and once they are hooked, they will more than likely continue to be loyal into adulthood. AXE wanted to build brand loyalty (Elkin, 2010). AXE was able to permeate the world of a teenager so easily with women and catching the attention of females. It was easy because the focus of that specific age group is generally on “getting the girl.” Senior citizens were not targeted because they are past their prime. More than likely, they are not concerned with “getting the girl next door,” they are more concerned with being fresh and smelling good. Grade school children were not targeted because hygiene is not their focus. For example, little boys like to run around, play in the dirt, and more times than not, eat worms. They are just being little boys and typically at this time girls have “cooties” anyway.
The objectives of the AXE campaign were:
The AXE campaign had key messages that they used to propel their message to their target audience.
AXE’s key messages are if you use our products:
In the four key messages, the most noticeable aspect is the “girl” or “woman.” All of the key messages surround themselves around “getting the girl.” This is the primary focus of the target audience, as a result AXE’s main plan was to tap into their mind. The key messages are meant to convince their audiences that all they need is AXE products and they will have what the men in commercials and advertisements have.
The communication theory that best fit this campaign is the Cultivation Analysis Theory. This theory argues that the media plays an extremely important role in how people view their world (Chandler, 1995). Most people receive the bulk of their information in a mediated fashion rather than through direct experience (Chandler, 1995). Thus, mediated sources can shape people’s sense of reality (Chandler, 1995). All of AXE’s commercials depict a false sense of reality and just like women in beauty ads, AXE implies that if their customers use their products then they will be able to have everything that the men in the commercials have.
The AXE campaign has been utilizing their Social Media networks extensively. They have a Facebook Fan Page, Myspace account, Twitter account, as well as a YouTube Channel. A woman by the name of Jennifer, runs the social media accounts and not only tweets about AXE products, but also has casual conversations with followers and fans. Earned media that the AXE campaign received consists of magazine advertisements. The first magazine advertisement below won the 2007 Best Magazine Ads of the Year award.
The AXE campaign specifically targets males ranging in age from 13 to 35. This target audience was selected because they are young and once they are hooked, they will more than likely continue to be loyal into adulthood. AXE wanted to build brand loyalty (Elkin, 2010). AXE was able to permeate the world of a teenager so easily with women and catching the attention of females. It was easy because the focus of that specific age group is generally on “getting the girl.” Senior citizens were not targeted because they are past their prime. More than likely, they are not concerned with “getting the girl next door,” they are more concerned with being fresh and smelling good. Grade school children were not targeted because hygiene is not their focus. For example, little boys like to run around, play in the dirt, and more times than not, eat worms. They are just being little boys and typically at this time girls have “cooties” anyway.
The objectives of the AXE campaign were:
- To reintroduce men’s personal care products to the target audience in a hip and attractive way (“Axe effect,” 2010)
- To be a leader in men’s grooming (“Axe effect,” 2010)
The AXE campaign had key messages that they used to propel their message to their target audience.
AXE’s key messages are if you use our products:
- Women will fall all over you
- You will look and smell good for the women
- You will have confidence when asking a woman out on a date
- You will get the girl, eventually
In the four key messages, the most noticeable aspect is the “girl” or “woman.” All of the key messages surround themselves around “getting the girl.” This is the primary focus of the target audience, as a result AXE’s main plan was to tap into their mind. The key messages are meant to convince their audiences that all they need is AXE products and they will have what the men in commercials and advertisements have.
The communication theory that best fit this campaign is the Cultivation Analysis Theory. This theory argues that the media plays an extremely important role in how people view their world (Chandler, 1995). Most people receive the bulk of their information in a mediated fashion rather than through direct experience (Chandler, 1995). Thus, mediated sources can shape people’s sense of reality (Chandler, 1995). All of AXE’s commercials depict a false sense of reality and just like women in beauty ads, AXE implies that if their customers use their products then they will be able to have everything that the men in the commercials have.
The AXE campaign has been utilizing their Social Media networks extensively. They have a Facebook Fan Page, Myspace account, Twitter account, as well as a YouTube Channel. A woman by the name of Jennifer, runs the social media accounts and not only tweets about AXE products, but also has casual conversations with followers and fans. Earned media that the AXE campaign received consists of magazine advertisements. The first magazine advertisement below won the 2007 Best Magazine Ads of the Year award.
Notice how women are displayed in the inkblots. The first advertisement depicts women sticking their tongues out very suggestively. The second advertisement depicts women leaning their heads back in pleasure. Both advertisments play into the campaign that this is how AXE products make women feel, which in turn is how they will make men feel (“The Urban gentleman,” 2008). AXE’s paid media consists of television commercials. The commercials during the beginning of the AXE campaign were light, funny, and caught the viewer’s attention (“Axe,” 2005). Today, many of the commercials appear very sexual, racy and at times uncomfortable (“Axe,” 2005). Many AXE commercials have been banned in different countries like Canada because of their content (“Axe,” 2005).
Initially, AXE wanted to reintroduce the world to men’s personal care. After introduction, it became a hit, but recently their sales hit plateau and eventually began to decrease in select Wal-Mart stores (NaturalInsight). The Brand Managers at Unilever believed that retailers were not recognizing the sales potential for AXE, therefore they were not replenishing the orders in a timely fashion (NaturalInsight). Unilever looked to the merchandising experts at Retail Merchandising Xpress (RMX) to quickly find an accurate answer (NaturalInsight). The AXE campaign also used NaturalInsightworkforce management and reporting services from South49 Solutions (NaturalInsight). NaturalInsight is a leading on-demand solution provider for workforce management and they are recognized for their technology platform that drives high efficiencies in scheduling, monitoring, collecting data, and reporting on distributed workforce activity (NaturalInsight). South49 Solutions are known for providing their clients with advanced, customized technology solutions (“South49 solutions,” 2010). RMX helps Fortune 500 consumer packaged goods (CPG) companies and retail customers increase their speed to shelf, improve distribution, reduce salvage costs, enhance brand exposure, and drive product movement (NaturalInsight).
RMX conducted a six-week test in 1,800 Wal-Mart stores to pinpoint and analyze problem areas to effectively close the sales gap (NaturalInsight). Using the data captured in NaturalInsight, they compared the product schematics against what was actually displayed (NaturalInsight). They also worked with store representatives to learn what was on the shelves, on order and in the stock room (NaturalInsight). Team members then conducted independent inventories to see if the data was correct and immediately fixed the inconsistencies (NaturalInsight). AXE earned a $3 million annualized sales gain, as well as a fast turn around with detailed data collection (NaturalInsight). The replenishment order system was corrected and the long-term impact ensures maximum sale potential (NaturalInsight).
The AXE campaign is very innovative and capitalizes on one strong idea. The brand managers do a great job of appealing to their target audience and knowing exactly what they want. AXE is able to permeate their target audience by catering to them. They specifically came up with products that their audience would love and actually use. They also formed a unique and fresh message that has made them the number one men’s personal care brand.
This campaign has a few weaknesses. Many of the ads, commercials, and big idea behind the campaign has the potential to anger other target audiences. Other target audiences include women ranging in age from 18 to 45 and homosexual males ranging in age from 18 to 35. Women may be angered because they are able to fully understand the industry and see clearly how they are being used as sex objects and toys. Their commercials dehumanize women and make them appear as things to be played with. Homosexual males may be angered because the AXE campaign specifically caters to the “macho” man and the assumption that he only likes women. They are excluding an audience within an audience, which could potentially be dangerous.
If there were anything I would do differently about this campaign, it would be to make the social media aspect of it a joint effort. I would use both a male and a female to update the sites and play the “cat and mouse” game. The man would be the alpha male and the user of AXE products, and the woman would be the girl vying for his attention. It would appear like an all day everyday commercial. The actions of the couple would be shown through their tweets, pictures, conversations, and videos.
The AXE campaign has become one of the most intricate, professional and dynamic campaigns of the past few years. AXE has received good and bad attention, but nonetheless has reached their goal of becoming number one in men’s grooming.
Initially, AXE wanted to reintroduce the world to men’s personal care. After introduction, it became a hit, but recently their sales hit plateau and eventually began to decrease in select Wal-Mart stores (NaturalInsight). The Brand Managers at Unilever believed that retailers were not recognizing the sales potential for AXE, therefore they were not replenishing the orders in a timely fashion (NaturalInsight). Unilever looked to the merchandising experts at Retail Merchandising Xpress (RMX) to quickly find an accurate answer (NaturalInsight). The AXE campaign also used NaturalInsightworkforce management and reporting services from South49 Solutions (NaturalInsight). NaturalInsight is a leading on-demand solution provider for workforce management and they are recognized for their technology platform that drives high efficiencies in scheduling, monitoring, collecting data, and reporting on distributed workforce activity (NaturalInsight). South49 Solutions are known for providing their clients with advanced, customized technology solutions (“South49 solutions,” 2010). RMX helps Fortune 500 consumer packaged goods (CPG) companies and retail customers increase their speed to shelf, improve distribution, reduce salvage costs, enhance brand exposure, and drive product movement (NaturalInsight).
RMX conducted a six-week test in 1,800 Wal-Mart stores to pinpoint and analyze problem areas to effectively close the sales gap (NaturalInsight). Using the data captured in NaturalInsight, they compared the product schematics against what was actually displayed (NaturalInsight). They also worked with store representatives to learn what was on the shelves, on order and in the stock room (NaturalInsight). Team members then conducted independent inventories to see if the data was correct and immediately fixed the inconsistencies (NaturalInsight). AXE earned a $3 million annualized sales gain, as well as a fast turn around with detailed data collection (NaturalInsight). The replenishment order system was corrected and the long-term impact ensures maximum sale potential (NaturalInsight).
The AXE campaign is very innovative and capitalizes on one strong idea. The brand managers do a great job of appealing to their target audience and knowing exactly what they want. AXE is able to permeate their target audience by catering to them. They specifically came up with products that their audience would love and actually use. They also formed a unique and fresh message that has made them the number one men’s personal care brand.
This campaign has a few weaknesses. Many of the ads, commercials, and big idea behind the campaign has the potential to anger other target audiences. Other target audiences include women ranging in age from 18 to 45 and homosexual males ranging in age from 18 to 35. Women may be angered because they are able to fully understand the industry and see clearly how they are being used as sex objects and toys. Their commercials dehumanize women and make them appear as things to be played with. Homosexual males may be angered because the AXE campaign specifically caters to the “macho” man and the assumption that he only likes women. They are excluding an audience within an audience, which could potentially be dangerous.
If there were anything I would do differently about this campaign, it would be to make the social media aspect of it a joint effort. I would use both a male and a female to update the sites and play the “cat and mouse” game. The man would be the alpha male and the user of AXE products, and the woman would be the girl vying for his attention. It would appear like an all day everyday commercial. The actions of the couple would be shown through their tweets, pictures, conversations, and videos.
The AXE campaign has become one of the most intricate, professional and dynamic campaigns of the past few years. AXE has received good and bad attention, but nonetheless has reached their goal of becoming number one in men’s grooming.