How can market research help a company that relies on male
hormones to sell its product? It’s an
interesting question because it illustrates how important market research is
whether you are selling pharmaceuticals, financial services or lust.
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.
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.