Axe makes body sprays for young men. With a $2.5 billion global brand and enormous growth they have a knack of creating marketing that is relevant yet raunchy enough to appeal to their target audience. When you go to their website, the first thing you see is a humorous environmentally friendly pitch asking if you are ready to save water. Referring to this as Showerpooling they suggest: firstly, installing a water-efficient showerhead; secondly, limiting shower time to 5 minutes; and lastly, inviting a friend to get into the action. What’s cheeky and brilliant about this campaign is that the advice really does help the environment. More importantly for Axe though, is that every time a teen or twenty something male comes to their website and sees the Showerpooling graphic, they are sure to have a plethora of reactions ranging from fantasy to pure unadulterated testosterone driven lust.
So how does Axe conjure up these male fantasies in an ever changing demographic? Every year more boys turn into men, yet what speaks to a college aged fraternity brother in 2010 is not going to capture the imagination of this year’s freshman. Axe’s foresight is that they understand how to use market research in a very creative way to monitor shifts in the youth culture. They know that the essence of their brand remains constant so they don’t have to reinvent it. What they have to do instead is understand the evolving emotional and cultural interactions between guys and gals.
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