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BRIEF OF EFFECTIVENESS
Marketing Challenge
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2006: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.
brand is about, but don’t like the idea of a deodorant body spray
4. Differentiate ourselves once again in a male grooming market that had become increasingly similar to us.
Position Axe as a leader in this category, despite not being first to market (Old Spice already had several
body wash sku’s at the time of launch).
Campaign Objectives
Drive mass awareness of the new Axe shower gel range: Achieve a 63% Total Brand Awareness by Q4 2005
Achieve 3.5% annual dollar share of the total body wash segment in 2005.
Build upon the master-brand’s key personality attributes of ‘cool’ ‘masculinity’ and ‘up to date’
Use the launch of shower gel to build on the perceived sophistication of the Axe brand, which was starting to be
considered sophomoric by the some of the older guys that had been using the brand for a couple of years, without
alienating the younger guys.
Target Audience
The Axe core target is 11-24 year old guys, who quite simply obsess about hooking up with girls. The creative bulls-
eye for this campaign was 21 year olds. This represented a shift to an older group to target than the body spray
(and brand) launch work (up from 18). It’s not until guys leave home to go college, or enter the workplace that they
start to buy their own personal wash products. Additionally, we were looking to use the launch of shower gel to
increase the perceived sophistication of the Axe brand in totality. Shifting up the age to a 21 year old would
hopefully steer the creative to a more intelligent, more sophisticated tone of voice.
This is a group of guys that have a very low level of involvement with personal wash products. They put little or no
thought into what soap they use in the shower, and will use whatever is already there (what Mom bought) or
whatever is cheapest or on sale at the supermarket. Chances are at the time they used a bar soap (more than 90%
of the target audience used one at the time) which they felt worked perfectly adequately for them at that point in
time.
Creative Strategy
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2006: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.
many of our guys take immediately after doing something that they are not particularly proud of. We branded this
the ‘The filthy shower’. A shower you take after you have done something perhaps a little ahem ‘filthy’. A strategy
was born. We would position AXE shower gel as a product that could give you a ‘spiritual’ as well as ‘physical’
cleansing (all within the context of the mating game). ‘Axe shower gel keeps filthy boys looking squeaky clean’
should work well as a strategic platform. Not only would it turn the necessary ‘clean’ message guys needed to hear
into something inspirational, it creates clear distance from the functionality of the body spray. It reinforces the
promise that the body spray works to attract girls, and the shower gel can remove the filth you have experienced as
a result. This appeared to flatter existing body spray users (by the brand acknowledging success with the ladies)
and make those who don’t use the body spray feel that they must be seriously missing a trick. Lastly, it gave the
brand the freedom to communicate in a way that is true to its DNA. Emotional, humorous, masculine and rooted in
fantasy. It would reinforce our guys belief that ‘Axe knows how I wished the world really worked
Media Strategy
DIRTY MEDIA. Media needed to ensure our ‘dirty message’ reached a mass audience, and continued to surprise
and delight our guys, hitting them when they least expected it. A ‘dirty media’ strategy was devised to amplify our
dirty messaging. We wanted to hit guys as best we could when they were either having ‘dirty thoughts’ or indeed
doing ‘dirty things’.
For mass media: Placement of the TV advertising including Baywatch, Blind Date, Laguna Beach, My Super Sweet
16, Next, The Real World, and Aqua Teen Hunger Force. Movie placement in American Pie 3 and The Hot Chick.
Print steered the creative to dirtier babe laden titles such as Playboy magazine, FHM, Stuff and Maxim. Online, we
bought banners in Sports Illustrated at a time that their swim suit edition of the magazine was running and ran a
unique insert in SI Swimsuit Issue..
Additionally, Axe dominated the time and place where guys are dirtiest: Spring break. Axe effectively owned two of
the largest spring break destinations for college guys in the country. Media bought at spring break included bar
posters, hotel shower curtains, hotel mirror clings, floor stickers in hotel lobbies, cups in bars, bar napkins, elevator
wraps, beach posters and bus wraps.
Media
• Television
• Newspaper
• Consumer Magazine
• Point of Purchase
• Out of Home
• Public Relations
• Interactive/Online
• Other
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2006: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.
• $10 to under $20 million
Marketing Components
The Devil Duck. A spin on the traditional rubber ducky, a black, devil horned rubber duck was given away as added
value in a gift pack of 2 Axe shower gels, as well as a Wal-Mart specific campaign.
Evidence of Results
Pre- Axe
Advertising On-Air
Category Statements % %
Confident 43 56
Fun 54 60
Honest 15 33 A
Intelligent 25 35
Sexy 69 73
Stylish 58 63
Trustworthy 25 35
Up to date 61 67
Trendy 69 75
Heroic 37 48
Clever 31 50 A
Fearless 45 65 A
Cool 66 71
Young 63 83 A
Masculine 60 63
Base: Total (67) (48)*
Results: Axe is the number one male shower brand in the Unites states.
Achieved market 6.7% by September 2005. Source: A Nielsen 5 Channel: 12 week rolling ending 07/9/05. This is close to
double the yearly target (with 3 months left in the year to go). It is estimated that retail sales will reach $85 million
(more than double annual target) before the end of 2005 (source client data). Reached Total Brand Awareness of
70% in Q2 and unaided awareness of 13% within 5 months of launch. Source: Millward Brown Male PW Tracker Q1 2005
(achieved yearly target within 6 months of launch). Built upon master brand credentials with improved scores in
statements of ‘cool, masculine, and ‘up to date’. Source: Millward Brown Male PW Tracker Q1 2005 Significantly improved
scores implying increased sophistication, (clever/intelligent scores increasing significantly). Source: Millward Brown Male
PW Tracker Q1 2005 Among guys who saw the Axe Shower Gel Wal-Mart TV creative, unaided brand recall for Axe
Shower gel increased by 350%. Among this same group, top box purchase consideration increased by 240%.
(Source Synovate research).The strategy led to creatively fertile work. The campaign resulted in 4 finalist
nominations at the Cannes international advertising festival and won 2 Bronze Lions (1 TV and 1 Print campaign).
"The key to this success, in my view, is all based on the true partnership we have with BBH. This campaign has
been the result of an iterative crafting process we both, client and agency, have been fully involved from day one."
Carlos-Javier Gil Axe Brand Director
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2006: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.