Axe 'Anarchy is Coming' Gets Pumped Up for the New Body Spray
Matt Ho — January 17, 2012 — Pop Culture
Watching the Axe 'Anarchy is Coming' ad isn't like witnessing the typical cops-and-robbers showdowns you see in movies; it's more like seeing two supermodels in uniform going after one another.
For a long time the company has marketed the deodorant towards men, but the Axe 'Anarchy is Coming' ad has now also made the man a victim of the intoxicating scent. It's a unisex spray mainly aimed towards the female population, hence the change in the marketing angle.
The commercial follows two very attractive people on opposite sides of the law stripping down while on-the-run. They meet at a crossroad and embrace one another after being seduced by the scent of the new Anarchy spray. How females will react to the new Axe campaign has yet to be seen.
For a long time the company has marketed the deodorant towards men, but the Axe 'Anarchy is Coming' ad has now also made the man a victim of the intoxicating scent. It's a unisex spray mainly aimed towards the female population, hence the change in the marketing angle.
The commercial follows two very attractive people on opposite sides of the law stripping down while on-the-run. They meet at a crossroad and embrace one another after being seduced by the scent of the new Anarchy spray. How females will react to the new Axe campaign has yet to be seen.
Trend Themes
1. Gender-neutral Marketing - This trend highlights the opportunity for brands to shift away from traditional gender roles in their marketing strategies.
2. Sensual and Seductive Advertising - The rise of sensual and seductive advertising creates a disruptive innovation opportunity for brands to captivate consumers by appealing to their senses.
3. Unconventional Marketing Platforms - The use of unconventional marketing platforms, such as provocative ads, allows brands to stand out and create a buzz among the target audience.
Industry Implications
1. Personal Care Products - Personal care product companies can explore disruptive innovation opportunities by repositioning their products to cater to a wider audience, beyond traditional gender boundaries.
2. Fashion and Fragrance - Fashion and fragrance industries can leverage the trend of sensual and seductive advertising to create captivating campaigns and differentiate their offerings in the market.
3. Advertising and Marketing - The advertising and marketing industry can capitalize on the trend of unconventional marketing platforms to help brands make a memorable impact on their target audience.
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