The Digression of Axe’s Marketing Campaign
Feb 13th, 2012 by Mehrad Karimzadegan
For years Axe has been focusing on the same demographic (young men, mostly in their teens) as their target market and for that same demographic their methods of reaching that target audience has not changed either. In fact, their methods are becoming even worse.
The main message of their marketing campaign as advertised in their TV commercials is basically if you use our products, you will attract the desired attention of girls and girls will magically like you. Very childish. Not only that but it is ultimately quite offensive to women. It is creating a negative stereotype that is inaccurate. With the release of their new product Anarchy, that is providing a scented spray for women as well, they are becoming doubly offensive and arguable sexist.
With these commercials pertaining a lack of quality, they are being driven out of their market share by their competitors. Their major competitor, Old Spice, has a very effective marketing campaign that Axe has been unable to match in terms of quality and delivery of their value proposition.
I believe Axe needs to desperately rethink their marketing strategy in order to reposition themselves once again as a leading competitor in their industry. Their stream of tasteless commercials have turned people off from their products and serious action must be taken in order to mend the future of their company.
