History#2

From its launch, the yearly fragrance variant of has played a key part in the success of the brand, by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine and Oriental.
From 1990 until 1996 geographic names were used such as Africa, Alaska, Java, Nevada and Inca. From 1996 to 2002 Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same perfumer, Anne Gottlieb, to develop the fragrances to launch variants such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.
From 2003 Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003 the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix and in 2007 Vice was marketed on a theme of making "nice" women become "naughty".
In 2008 a chocolate-themed body spray, Dark Temptation, was released. This spray did not smell like chocolate, but claimed that it made the user "as irresistible as chocolate".

Brand formats

Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: Deodorant aerosol body spray, Deodorant stick, Deodorant roll-on, Antiperspirant aerosol spray (Axe Dry), and Antiperspirant stick (Axe Dry).
In 2009 the brand launched an 8-centimeter container called the Axe Bullet. It is intended to be portable so that it can be carried in the pocket and used whenever and wherever needed.
The brand has also extended into other areas such as shower gels, aftershaves and Eau de Toilette, skin care, shampoo and hairstyling products. Failed extensions include Barbershop and razors.

History #1

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands Impulse. Impulse was a fragranced deodorant body spray for women that promised wearers male attention.
Unilever were keen to capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the UK and Ireland due to trademark problems so it was launched as Lynx.
The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium the brand has launched with great success in the U.S. and Canada. The company has also consolidated its deodorant portfolio by migration other overlapping male deodorants into the Axe brand such as South Africa's Ego brand.

AXE commercial

Axe



Axe, or Lynx, is a brand of male grooming products, owned by the British/Dutch Company Unilever. Lynx's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirations, aftershaves, shower gels, shampoo and more recently. The brand is named Axe worldwide except Australia, New Zealand, Ireland and the United Kingdom, where it is named Lynx.

My journal

This week was normally. A.Kob taught us about Television Campaigns that brand names should have 3 things; USP, Aims and impact. Impact was the advertisements to announced consumers, there were Message that was the advertisements by tangible. Good messages should have AIDA; Attention, Interest, Desire and Action (Action was the most important thing because Action made consumers to response) Rational was the advertisement of abstract or purpose that producers wanted to show by using reasoning. Emotional had purpose to made emotion. Moral had purpose to made moral or good things. I also studied about Advertising Aims which I confused with Aims of Pull Strategy in the last week because it was the same things. Advertising Aims had 3 ways; Informative Ad, Persuasive Ad, Reminder Ad. which it looked like Aims of Pull Strategy very much…. I didn’t understand. A.Kob gave us a group work – Bring the problems in WU. I didn’t like my group because one person in my group was idiot. She was very bitchy and too self – conscious despite of she studies in 4th year. She wanted to change the theme and didn’t care everyone, it made work finished slowly. I was sorry for typed something was not good but I just wanted to tell some problems in my group.