Mar
3
Sure of Itself
I’m not a fan of Axe products, but I am a fan of their ballsy (pun intended) campaigns that appeal shamelessly to men’s more base instincts. There’s been much written about Unilever’s alleged hypocrisy of promoting such a powerfully positive female brand (Dove) here and here and at the same time running campaigns like this and this for Axe.
Personally, I think the best brands know who they’re talking to and who they are not talking to, recognizing that getting the message really right for their true audience might mean offending the others….and boy, does this new campaign do both.
March 4th, 2010 at 10:30 am
Reminds me of the question always worth asking ‘Are we targeting the marketing or marketing the target?’
March 16th, 2010 at 3:16 pm
I am thoroughly offended. Well done, Axe.