Men's Axe deodorant is always pushing boundaries in terms of sexy marketing and their newest scent called “Instinct†exemplifies Axe's edgy advertising scheme. The commercial features a woman covered in a leather sheet and eventually cuts to her in bed naked with a man under leather.
The commercial concludes with the words, "Axe Instinct. The power of leather.†A leather-scented cologne? Hmmm: I'm not so sure I want my man smelling of dead cow.
Implications - Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics. Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic. Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention.
Leather-Scented Cologne
Axe Deodorant Wants Men to Smell Like Dead Cows
Trend Themes
1. Controversial Advertising - Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics.
2. Shock Factor Marketing - Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic.
3. Taboo Appeal - Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention.
Industry Implications
1. Fragrance and Cosmetics - Controversial advertising can disrupt the fragrance and cosmetics industry by creating unique and attention-grabbing marketing campaigns.
2. Fashion and Apparel - Shock factor marketing can disrupt the fashion and apparel industry by challenging traditional norms and creating buzz around new products.
3. Media and Advertising - Taboo appeal can disrupt the media and advertising industry by pushing boundaries and capturing the attention of audiences through controversial imagery.