The Axe effect comes to Sri Lanka
Launched into the local market in 2006, Axe deodorant body sprays cater exclusively for men. Priced at a premium and promising to give guys an 'edge in the mating game' Axe is targeted at the young urban metrosexuals
First launched in France in 1983, Axe is now giving guys the edge in the mating game in more than 60 countries. It holds the number one position in several European and Latin American markets, plus has an increasingly powerful presence in Asia and the US , where it was launched in 2003.
The Axe strategy is focused on establishing the Axe effect through a number of unique and interactive activities. The Axe Raiders, a concept unique to Axe, is one such activity. The Raiders are the face of the brand and personify the hip & seductive image of the brand. It is such unconventional and exciting communication methods used by the brand that distinguishes Axe from its competitors across the world.
Axe " Spray more - get more"
Axe is available in both 150ml & 60ml pack sizes in 5 exciting variants – Dimension, Unlimited, Pulse, Click & Vice. The seductive fragrances and packaging has enabled the brand to established itself as the world's top male grooming brand by coming up with a constant stream of new ideas to keep guys a step ahead in the 'mating game'.
Positioned as a "Cool" fashion brand more than a Deodorant, the brand seeks to drive home this message through its award-winning ads and equally adventurous BTL activities. Since the brand is targeted at the youth (teens to young adults) unconventional media channels are used to grab the attention of the target market at every touch point possible. Some key facts of the brand are as follows,
Key facts
World's most popular male grooming brand
Excellent track record of advertising awards, including 10 Cannes Lions
Established leaders in Europe and Latin America
Sold as Lynx in the UK, Ireland and Australia
