In The Netherlands, Axe teamed up with Vespa and gives away 5 items of the legendary scooter with a branded saddle. A “Spray more, get more” print has been placed where the passenger can sit. It doesn’t have the brilliance I’d expect from Axe, but it is a very cool gadget and I’m sure the target audience will fall for it.
Another nice teaser is this mirror that has been modified in the men’s restrooms, where two saucy vixens have been stickered on the mirror above the sink and the blokes who’d come by to wash their hands could experience the Axe Effect, be it with a high ‘wishful thinking’ factor. Axe’s image is mostly about wishful thinking and making men dream about things the rarely come true, but it’s a great USP. At some point I think they’ll have to change the rifle from shoulder and try to approach the target audience on a different way. I don’t see that happen really soon, but I doubt that it can remain paying off with the same impact.
Both campaigns via Marketing Alternatif > Coloribus