Marketing Axe

In 1983, AXE was born and launched in France (“Axe®,” 2010). In 2002, AXE was introduced in the United States (“Axe®,” 2010). In 2004, AXE came out with a line of anti-perspirant and deodorant sticks (“Axe®,” 2010). Following in 2005, a line of AXE shower gels were created (“Axe®,” 2010). After shower gels, hair products were created in 2009, and in 2010, AXE became the global leader in men’s grooming (“Axe®,” 2010).

In 2005, when AXE wanted to sell shower gel, they invented the “AXE Detailer: The Manly Shower Tool.” The AXE Detailer is a loofa wrapped in material that resembles a tire, to give off masculine appeal. This product was created to increase the sales of AXE shower gel (Axe detailer: the, 2009). It was determined that the only way men were going to buy shower gel was if they had something masculine to use to apply it (Axe detailer: the, 2009). There is no way young men would walk down the hall of their dorms, to use the shower with a fluffy and colorful loofa (Axe detailer: the, 2009). With this being known, AXE had to come up with something fresh and innovative in order to get young men to purchase the shower tool and shower gel (Axe detailer: the, 2009).

The agencies that the AXE campaign used from the beginning were undetermined, however, the agencies used for the AXE Detailer were found and researched. The primary agency employed was BBH, Bartle Bogle Hegarty (Axe detailer: the, 2009). BBH opened for business on March 29, 1982 and is a creative advertising agency specializing in brands and understanding the psychological levers used to engage their consumers (“Bbh,” 2008). BBH operates from six offices around the world in New York, London, Asia Pacific, Neogama, Shanghai, and Mumbai (“Bbh,” 2008).

The Media Agency employed was MindShare, which is a global media network whose main goal is to make their clients’ brands more famous and profitable (“Who we are,” 2010). Contributing agencies were Edelman PR and Integrated Marketing Services. Edelman PR is an independent global public relations firm that was the first firm to apply public relations to building consumer brands (“Welcome,”). Information on which Integrated Marketing Services were used was not discovered since there are many throughout the United States and the research gathered did not specify a particular agency.

AXE’s main competition is Old Spice, Gillette, and Suave for Men. Dove Men’s Care is emerging as a new competitor, however it is more mild than the other three. Other competitive brands include Irish Spring and Dial. They are trying to make an attempt to compete with AXE and some of the other big competitiors in male hygiene. However, Irish Spring and Dial are not making much of an impact. Other brands that are lower on the totem pole include Lever 2000, Zest and Alpine Extreme. These brands are definitely behind the curve and should focus on positioning themselves in a way that is going to be more profitable so that they are not completely washed out by the competition. Initially, all of these brands simply wanted to keep men smelling good and feeling fresh. However, something had to distinguish these competitors from each other. AXE broke the mold with tying in personal hygiene and women. The AXE campaign capitalized on the idea that young men are more concerned with women than personal hygiene. Therefore,

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