Sex Is Selling
It seems that the notion “sex sells” is a commonly accepted rule - and it seems to be more and more accepted with each passing day. Through the years TV programming, music, movies and advertising have all followed a common trend by incorporating more provocative and sexual content.
Over the past few years, one company has really used this concept to it’s advantage. Axe has launched several campaigns that are somewhat controversial, yet effective. You know the ads - the spots where Axe body wash turns guys into chick magnets (in the most literal sense of the phrase). They realized that sex does in deed sell, especially among male teens and tweens.
Being a member of the target demo, I can honestly say that I’ve never really been convinced by the older Axe campaign. I’ve always been aware of their spots and their messages, but never have I been compelled to actually purchase the product. On the other hand, I can honestly say that I have observed that many of my peers use the Axe product regularly. Many of my guy friends use the product - and I am willing to bet it isn’t solely because they are looking for a quality body soap.
The most recent campaign seems to be leaking into college dorms and professional offices alike.
Are you familiar with the “Bom Chicka Wah Wah” phrase? Not necessarily the age-old version, but the new, ‘AXE Effect’ version. If not, prepare yourself for the new “AXE Effect” that is getting publicity and praise from various sources in multiple countries. Here is one of my favorite spots from the campaign:
As you can see, the ad isn’t afraid of encorporating the sex-appeal factor into its spots. This is just one of many controversial - yet successful - spots that AXE has run. The entire campaign can be wound at the Axe website: www.theAXEeffect.com.
