AXE

DEODRANT

PRESENTATION BY:
PALAS JENA(054)
PRIYABRATA DAS(007)
HARAPRIYA DEBATA(033)
SUSOBHANA BARIK(081)
PRIYA BHUT(045)

THE AXE EFFECT

Axe

is a brand of male grooming products, owned by AngloDutch company

The

Axe deodorant was first launched in the year 1983 in France.

It

has been there in the market for the last 26 years and is currently
the best-selling brand of Unilever.

Axe

at that time was the leading men's deodorant brand in Europe

and was popular in India in the Grey market.

Axe

deodorant was launched in India during 1999.

HUL

had the brands Denim and Raxona and was ruling the market.
Axe was priced at a premium above the Denim brand which was
positioned as a male deodorant brand.

Branding of Axe Deo

Logo-

Tagline Slogan- The Axe

Jingle- missing

Effect

THE AXE EFFECT

Axe,

the deodorant has Tagline The Axe Effect, promoted

as the naughtiest brand in the Indian market.

The

brand is targeted at male aged 16-35. All its campaigns

revolve round this central theme of Seduction where girl
makes the first move.

The

brand assumes that Men like to be seduced and

positioned as a weapon of seduction.

Adv agency of Axe Effect

Advertising

Agency-BBH(Bartle Bogle Hegarty)

founded on 1982 by Nigel Bogle and sir John Hegarty.

Client

of BBH- Audi,Baitish Airline,Levi Strauss Jeans, and

recently Google.

The Product Line of Axe Effect

(Deodorant)
Music

Star Edition- It has mint flavor. New

launch of Axe

SEGMENTATION
GEOGRAPHIC
Urban
Semi-Urban

DEMOGRAPHIC
Age group
16 to 35.
Gender
Male
Income group Middle&
Upper Middle.
Occupation
Students&
Bachelors.

PSYCHOGRAPHIC BEHAVIORAL
Occasions
Benefits

Lifestyle
Outdoor-oriented
Personality Fashion Oriented

User status
Usage rate

Regular
Quality
Economic.
Regular user
Medium.

TARGETING

Concentrates on single-segment (male 16-35)

Targets on Young at heart.

In 2007, as competition got stiffer, Axe revamped its

product packaging and launched television and online
campaigns.

Its rarely found that any India centric ad for Axe is aired
on Television. They believe that Indian consumers take
the foreign commercials without any difficulty.

POSITIONING

The company extensively uses TV ads and conducting

many Campaigns.

The biggest strength of this brand is the underlying

message that the Brand users are High on Confidence
and always go for the Axe.

It also ensures that customers are constantly engaged

with new Fragrance.

Promotion of Axe Effect

Advertising

TV commercials, print ads and billboards, AXE has tried to attract

people with its humor.
e.g New launch of Axe effect is Music Star, Chocolate Man
Interactive Marketing
Dedicated website-www.theaxeeffect.com for promotion.
Advertisements of AXE are visible all over the web in relevant and
web social networking sites like Face book, Orkut, Hi5 etc
Games and mobile application
AXE effect games launched in 2009
Axe effect mobile applications for more promotion

Promotion of Axe Effect

Events and Experiences
AXE organizes upbeat events for its new product launches and it
follows this strategy worldwide.
Axe has sponsored a wide range of other events like youth
festivals, music shows
Publicity
Getting the girl has never been easier, thanks to the AXE
effect.
Axe has the right storytelling element and the video reinforces
the brand's provocative and contrarian personality.
It has always projected its products as cool, fashionable and
stylish
Word of Mouth Marketing
A good product also requires a good promotion strategy.
AXE ad campaigns have always been the talk of the town.

Campaigns as part of promotion

CALL ME
Targeted at the young urban male, the cool and youthful
brand is positioned as one that helps guys get ahead in the
mating game.
The new campaign, launched in early March showed girls
swooning over Axe men and giving them their telephone
numbers. Both films end with the girls giving the boys the
number 09987333333.
Through a series of ads in print, outdoors and television,
viewers are being encouraged to call this very same number.

 AXE CLICK CAMPAIGN

The axe undertook the click campaign in 2006 to promote its new
fragrance CLICK. It was a pan-global campaign which was mainly
targeted at young males.
Their main objective was to start a social phenomenon called
Clicking.
This campaign was implemented in two phases. In the first phase a
small teaser site with the name of www.clickmore.com was
launched.

New Extra Strong Axe

message STRATEGY
The message strategy of axe is of two types:
Sensory:

Seduction:
In its each and every
ad, Axe conveys the
message that after
using this Deo the girls
will attract towards all
the boys and men who
will use AXE.

Rational:

Experience
in use & experience
after use:
It focuses on the
benefit of usage of the
product by the
customer at Past and
Present.

CREATIVE STRATEGY
Transformational Appeals:
The creative strategy of axe is
transformational because, it indicates that
after using the Deo a boy or a men will get
the power to seduce and attract the girls.
That is, it is showing the Transformational
effect of using the product.

MESSAGE SOURCE
The message source of this deo is not any
celebrity but the common girls who are the
desire of any common boy or a men.

Thank You