The AXE Canada Campaign Ditches Its Old Hyper-Masculine Inspirations
Mishal Omar — June 14, 2016 — Fashion
Rather than hone its focus on its usual hyper-masculine inspirations, AXE Canada's new '#findyourmagic' campaign aims to expand on the word masculinity to become more inclusive.
The ads focus more on the individual themselves rather than their ability to pick up women as many of the brand's ads have humorously focused on in the past. Instead, intimate photos and videos of men's styling regimes are put on display. One photo features a man and his partner in an intimate embrace, while other videos show how some style their hair. The ethnically and stylistically diverse men that are portrayed in this campaign are much more representative of the real world.
Instead of focusing on stereotypical masculinity alone, the new AXE Canada campaign strays from that and attracts a more diverse consumer base while promoting an inclusive business mindset.
The ads focus more on the individual themselves rather than their ability to pick up women as many of the brand's ads have humorously focused on in the past. Instead, intimate photos and videos of men's styling regimes are put on display. One photo features a man and his partner in an intimate embrace, while other videos show how some style their hair. The ethnically and stylistically diverse men that are portrayed in this campaign are much more representative of the real world.
Instead of focusing on stereotypical masculinity alone, the new AXE Canada campaign strays from that and attracts a more diverse consumer base while promoting an inclusive business mindset.
Trend Themes
1. Inclusive Campaigns - Expanding campaign themes beyond traditional gender stereotypes to be more inclusive presents opportunities for new target audiences and market growth.
2. Individual-focused Ads - Shifting advertising focus from product benefit to individual creativity and expression provides opportunities for innovative campaigns that resonate with consumers.
3. Ethnically Diverse Representation - Emphasizing ethnic and stylistic diversity in advertising visuals creates opportunities for brands to connect with multicultural audiences and promote inclusivity in business.
Industry Implications
1. Personal Care - The personal care industry has opportunities to innovate by creating campaigns and marketing content that embrace individualism and inclusivity beyond traditional gender norms.
2. Fashion - The fashion industry has opportunities to disrupt traditional gender and style norms by creating inclusive campaigns that embrace individual expression and diversity.
3. Advertising - The advertising industry has opportunities to innovate by shifting focus from product benefits to creating campaigns that celebrate individuals and promote inclusivity beyond traditional gender stereotypes.
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