The “Axe-Phase”. All boys who read this will undoubtedly shake their heads and laugh at that one. It happened to all of us, the awkward pubescent part of life, drowning ourselves in gallons upon gallons of Phoenix deodorant; those tiny, 6$ cans of nauseating perfume that everyone had to have. Knowing nothing about deodorant, the obvious choice had to be the one that looked the coolest, and no one can deny that Axe body spray cans definitely look cool.
Laugh as you will, you got to admit Unilever definitely got it right. It wasn’t the advertising for Axe that propelled them to the forefront of the body fragrance industry or the even sickly sweet smell; it was the cans. Axe is the definition of how effective packaging can influence the sale of a product. They made packages that were unique, and practically jumped off the shelves into your shopping cart. Even now, the actual purpose of deodorant has taken a back seat to looking cool when you whip out the sleek looking bottle of Axe from your gym bag. As the Marketing Deviant blog claims, “sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it.” This could not be truer in the case of Axe.
To read more from the Marketing Deviant blog, please click here.
