Axe

Creative Brief

Client/Campaign: Axe Hair Products

Date: February 20, 2009
Media: TBD

What is the problem we re trying to solve?

How to introduce Axe hair products into the market while delivering an
impactful and entertaining message the builds on the existing Axe brand and
increases consumption across all product lines.

Who are we trying to motivate?

Males age 16 ‒ 34.

What triggers will drive our consumers to our product?

Knowing that Axe products can help get the girl will drive our target market
to choose Axe hair products.

How will we do it?

Get our target market to believe that hair care, maintenance, and style is
extremely important in winning over the opposite sex. Get them to believe
that by using Axe hair products, they will become more attractive to women
and more confident in their approach to the opposite sex.

Why should they believe?

• Generation Y is more socially conscious than any previous generation.
In essence, they are trend conscious. If Axe hair products can cause a
trend in the target market, the brand itself will blow up within the
industry.
• Our target is very product loyal and believe in badge brands, if we use
consistent marketing focused on getting the girls, Axe can not only
turn existing users into new users of the hair line, but also new users
into the existing product line.
 • There is currently no dominant men s hair care product in the market,
therefore a new product line could be extremely successful if marketed
correctly.
• Our target market is the first to grow up with technology such as the
Internet and mobile phones. There is vast opportunity in the online
marketing for this product including a number of web 2.0 options as
well as many promotional events and sponsorships.

How can we identify ourselves within the competitive market?

Look to extend to new places and in new ways that will hit the target market
we our trying to appeal to. 97% of our target market owns cell phones and
68% text message so mobile phone advertising will be extremely influential.
Looking for media opportunities that will reach a large portion of our target
market at the cheapest expense to the company will be necessary. Web 2.0
applications will be crucial.

What will be considered a success?

Ultimately, an increase in sales figures within the hair product line and
awareness of the product within the market. An increase in web activity and
an overall increase in brand usage and satisfaction.
 Axe

Creative Brief

Client/Campaign: Axe Hair Products

Date: February 21, 2009
Media: TBD

What is the problem we are trying to solve?

How to introduce Axe hair products to the new demographic of moms and
girlfriends and improve the overall brand identity of Axe through campaigns
aimed specifically at women.

Who are we trying to motivate?

Moms ages 36-48 and females (girlfriends) ages 16-34.

What triggers will drive our consumers to our product?

Often times moms and girlfriends are clueless as to what grooming products
to buy guys ages 16-34. Knowing that the product smells good, is stylish and
trendy, and less expensive than competitors will drive them to this product.
Also, new and exciting packaging will entice moms and girlfriends to the
product so that men will be surprised by the look of the product itself.

How will we do it?

Get our target market to believe that Axe hair products are the newest
trendiest things on the market through a variety of activation campaigns
aimed towards women. Get them to believe that if their son or boyfriend
wears Axe, they will be more appealing, more attractive, and more stylish.

Why should they believe?

• The Axe brand has always been marketed toward our target consumers,
males ages 16-34, but there is opportunity for a new demographic,
moms and girlfriends.
• The female market goes untouched when it comes to Web 2.0
applications. If campaigns marketed towards women could be
 advertised on sites frequented by our new female target market,
increase in sales could increase drastically.
• Moms and girlfriends want their sons and boyfriends to be clean,
attractive, and stylish and they often do not do much research into how
to make this possible. If we bring the research and product to them,
they will be drawn to our product.

How can we identify ourselves within the competitive market?

Look to extend to new places frequented by women in our target
demographic. Web campaigns will be the most influential to our target as well
as promotions at live events. Men s products are nearly non-existent in female
frequented demographics, so product introduction to them could be hugely
successful and groundbreaking in the men s grooming industry.

What will be considered a success?

An increase in market share and an increase in female brand awareness and
satisfaction of Axe products.