Hello,
Although I am not doing Axe as but company/product of choice for the group assignments. I was still interested in the campaign and positioning that it uses. I have stumbled upon a Blog http://axeads.blogspot.com/ that pertains only to Axe ads, commercials, concerts (apparently) and etc. I was intrigued when I saw on Graeme Lee’s Blog that he has posted about an Ad by Axe called “Clean your Balls” It was supposed to be a huge joke introducing the Axe Detailer and basically made fun of the paradigm “Clean your Balls”. I found it absolutely hilarious. However, I also became more interested in the product as it is also used by my boyfriend. Upon reading this blog I found out more about the positioning and target markets of the Product. I also found that the particular way that they position themselves is not only different from other Body Fragrance, washes, soaps, etc out there. But that it has stuck to its particular mode with vigor. I find that the positioning of “women will want you if you use this product” both light hearted and extremely interesting. Because essentially they are lying but also everyone know it but still buys it and thinks in the back of their mind: “Women will want me if I smell like this product” Its very interesting how they are positioning for something outlandish of which everyone is aware and yet at the same time they are able to lure consumers in with this very lie.
What I also found interesting is how broad their product has spread across different faces while keeping the same product. They have expanded into the Axe “Detailer”, Axe Concerts, and Axe: Woman’s Day. They are all ridiculous but I can’t help but smile every time I see, hear or read an Axe Ad. I find it absolutely hilarious.
So all in all I wanted to point out that when you have a product that has a very good position in a market it is still better if you can expand and move into other areas, faces, parts, concepts, etc of your market that were not possible without a well established foundation such as the one that Axe has created for itself.
– Ash 😉
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