Axe has impressed me because its brand promise to help guys look, smell, and feel more attractive to women has not changed. However, the way that message is conveyed has changed dramatically very quickly. In the past, Axe focused heavily on sex appeal and masculinity by showcasing beautiful women swarming around men who were irresistible due to the smell of Axe.
In 2017, their messaging has adapted and has become both socially sustainable and progressive. Axe is now about becoming the most attractive version of you by being yourself. They have shifted from aspirational messaging, instead choosing to liberate men from the standards they once helped set. Axe understands that the social dynamic between guys and girls has changed in the last ten years, and Axe has listened well. Axe is not seen as hypocritical because they do not chase after guys as they grow older. It is difficult to do, but Axe has fully accepted that it has a shelf life with its customer base. They have chosen to speak to a revolving door of consumers who belong to the same demographic, but have shifted values. This is what has allowed the messaging to not be viewed as inauthentic or inconsistent. Axe has bravely embraced this freedom, which allows them to communicate in a way that starts the conversations that already rumble within peer groups rather than an insincere big brand looking to exploit a safe stance.
Great advertising captures the cultural sentiment at the time, and Axe does just this. Successful marketing communications are able to give a larger voice to something already present in society, providing fuel to a meaningful movement or collective desire. Ads like this inspire me because it showcases how marketers have the unique ability to make a positive societal difference while still building business.
Sources:
https://www.72andsunny.com/work/axe-findyourmagic
https://www.fastcompany.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust
Image:
https://www.youtube.com/watch?v=vKNTCP-ctGw (Screen Cap)
Hi Robert!
Thanks for sharing! I really enjoyed your post because I’ve recognized the brand AXE since I was in elementary school. A lot of the boys in my class or older boys would proudly boast about wearing this particular body spray. Over the years, the company has built its brand around sex appeal and masculinity. I agree that they have not shifted away from this message, but has appropriately shifted their approach. I appreciate this shift as the definition of “masculinity” has definitely changed over the years and society is more concerned about trying to be the best version of themselves. Axe has picked up on that, but the ad that you shared still makes me feel the same way about the brand than it did 10 years ago.
Thanks!
Kim