Trend Hunter recently featured the Axe Unleash the Chaos campaign commercial and now here are the follow-up print ads, which also promote the brand's new fragrance Axe Anarchy For Him + For Her.
Created by ad agency BBH, the Axe Unleash the Chaos print ads follow the same premise as the TV spot, which rests on the notion that using Axe's Anarchy scent -- a body spray fragrance that comes in both a men's and women's version -- will "unleash the chaos" because both sexes won't know what hit them. They will be experience a magnetic attraction to each other and be "struck senseless by the Axe effect," as Fastco.Create describes. Over the years, Axe has built a fun brand image based on offering men scents that women just can't resist -- and now men can't resist them on women either. It's a great way to get the attention of both sexes.
Scent Struck Campaigns (UPDATE)
Axe Unleash the Chaos Campaign Print Ads Released
Trend Themes
1. Fragrance Pairing - Opportunity for fragrance companies to create scent collections that cater to both men and women.
2. Gender-neutral Marketing - Opportunity for marketing campaigns to challenge gender stereotypes and promote inclusivity.
3. Multi-sensory Branding - Opportunity for companies to create unique and memorable brand experiences by incorporating different senses, such as scent, into their marketing strategies.
Industry Implications
1. Fragrance - Opportunity for fragrance companies to develop gender-neutral scents that cater to a wider audience.
2. Beauty and Personal Care - Opportunity for beauty and personal care brands to create marketing campaigns that challenge gender norms and celebrate individuality.
3. Advertising and Marketing - Opportunity for advertising and marketing agencies to incorporate multi-sensory branding into their campaigns to create more impactful experiences for consumers.