In the usual commercials, Axe makes me giggle from the ‘Bom Chicka Wah Wah’ to the ‘Astronaut vs. Fireman.’ But in this commercial, it took a different approach. Katherine describes Axe’s move in deepening its target market by going after ‘head over heels’ in love men, the real men who admittedly or not have a sensitive side. These are not the teenage boys who overdo it on the Axe no matter what time of day. These are men; men who found perfection in brains, beauty, and personality, the men who found their Susan Glenn.

In the usual ads, using Axe makes the male character irresistible to several women. There is automatic AXEttraction. But here, the one woman is the central focus. You are back in your school days, you see her. But yet, you did not make a move. Axe would have given you the confidence to approach her. Unlike other commercials, she doesn’t automatically fall for you. She is almost untouchable. Susan Glenn is the one who got away.

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This ad taps into the emotion that the most macho of men to the shy sensitive types will all tend to hide and yet share. Susan Glenn may be gone now, but you still get your confidence. It still holds true to the product’s essence, confidence with each use, but showcases a different side.

Cologne is in maturity and Axe made a smart move in attempting to gain market share with a more mature crowd. This segment has the money and the emotion to connect with this product. But Axe knows it has work to do. By launching a nationwide road trip to help guys with their Susan Glenns and using its social media platforms, Axe may successfully gain market share.

Fear no Susan Glenn.