Axe was started off with just the body spray, but over the years shampoo, styling gels and body wash was added to the Axe product line. They also came up with atleast one new scent each year. But with a new scent each year some scents got the cuts and became discountinued. Most of the advertisments throughout the years portray the same thing, that using axe products will attract girls to the men, and even give some geeky guys confidence. Axe doesn't have an official slogan but each one of the products did have their own personal slogan the body wash slogan was "How dirty boys get clean" the body spray slogan was "The axe effect" that changed to "Bom Chika WahWah". Then the shampoo slogan is "Get some hair action" I think these changes occured to keep people interested in the product and keep them buying axe products.
Commercials:
Newer AdTeacher Bom Chicka WahWah
I think axe has been successful with their marketing because the ads showed that girls would get attracted to the men, making the guys go out and buy the product just to have girls attack them. The scents are always changing some of them are stronger than others but it keeps it interesting because when a new scent comes out the people would wonder if it smelled as good or as bad as the old scent making them go and test it out for themselves. Note that some of the some of the ads have a somewhat sexual meaning to them.
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| Shampoos and Hairstyling Gels |
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| Axe Dark Temptation Body Spray |
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| Axe known as Lynx in the UK and Ireland |
Video 1.
1)The target audience for the first ad would be towards guys who want to smell good on a date and want to be clean.
2)I can tell by the couple at the start and they start rolling down a hill kissing and getting dirty, then in the end the axe truck full of body wash falls and empties into the water then the couple falls in the water and the guy gets clean after getting dirty.
3)Their trying to grab the viewers attention with two people making out and rolling down a hill it adds comedy.
4)White Female and Male in their 20's.
5)Using axe body wash will keep you clean and have girls all over you.
6)I think it was successful because all guys want to smell good.
Video 2.
1)Guys
2) They showed a male dentist.
3)By using comedy and having a girl go "Bow Chicka WahWah" in a sexual motion.
4)White Male and Female
5)
6)I think it would have been successful because it shows that even at work you can have girls falling for you if you use axe.
Video 3.
1)Guys
2)They showed two girls demonstrating the new body wash and scrubber thing infront of an all male audience.
3)Using comedy and metaphors or reference.
4)Young attractive white females.
5)
6)This ad would have been successful because it shows that axe body wash can clean everything.
Video 4.
Video 4 is the almost the same as video 2 but it's set in a class with a teacher teaching foreign people how to speak english. Also there's no sexual motion in this one.
Question 7)
I didn't really see any changes in the ads, only thing that was different was that they were advertising different products because they have all kinds of products, so each product has a different ad unless their the same thing like the two Axe body sprays had the same ad because they were the same product. But they had different settings to make it a little different then the first one.
