She’s just not a girl, she’s THE girl. Axe’s line of commercials entitled “Fear No Susan Glenn” (click to watch video) makes this refreshing new statement. Unlike the typical crowd of stereotypical gorgeous girls chasing after your Average Joe, Fear No Susan Glenn taps into the sensitive side that men have. Axe creates a deeper affective attachment to axe, as it suggests men should live life without regrets; go after the girl of your dreams.
This was extremely risky for Axe, as its typical campaign “zero to hero” generated 186 million dollars for Unilever. Axe is renowned in marketing circles for positioning itself as bottled pheromones; a magical potion that can transform the scrawniest, acne-prone Aver Joe into a confident, chiseled sex magnet. But now they’re taking on a new position. Why?
Susan Glenn gives Axe the opportunity to market to a new segment. No longer will preteens be dousing themselves in axe cologne before the middle school dance. Axe is looking to attract a more mature audience; men who are weak in the knees in love without a clue what to do; the definition of generation Y males.
In addition to creating new market, Axe is trying to get more involved with their market. When launch
ing this new campaign, Axe follows men around the country on a nationwide road trip and urges them to find and go after their Susan Glenn. This campaign is powered by social media c
hannels and fearnosusanglen.com, where fans tell their epic declarations of their o
wn Susan Glenn. The initial Susan Glenn commercial shown above sparked the idea for a five episode follow up blog starring Max Greenfield (see part 1). This is creating a community for Axe buyers, making customers visit the Axe website more often and overall correlate the girl of their dreams with Axe. Genius.
Does any particular company come to mind that would market like Axe but for men instead?
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