Tuesday, April 17, 2007

Just when you thought it couldn't get any sexier

+ Axe ads turn up the promise of sex appeal according to USAToday.
Axe is rolling out new marketing that hits even harder on its sex-appeal message.

The Unilever (UN) brand's eight body sprays are getting new packaging, an enhanced fragrance and ads that say they offer "Bom Chicka Wah Wah" in every can. ("Bom Chicka Wah Wah" is pop culture slang for a sexual encounter.)

Since its 2002 launch, Axe's theme has been "giving guys an edge in the mating game," says David Rubin, brand development director for Axe deodorants. New TV ads, which began airing Monday, up the ante on that message. They show women who suddenly — and suggestively — blurt "Bom Chicka Wah Wah" to men wearing the spray.


While the target age group wasn't even born then, they get the reference, says William Gelner, group creative director at Axe ad agency BBH New York.

"There's something about that type of Starsky & Hutch, retro '70s thing that is very much a part of (today's) pop culture," he says.

Parts of Axe's new campaign:

• TV. Network ads include one in which a patient is turned on by the scent of her dentist. In another, a grocery shopper is drawn to the vegetable stacker.

• Online. Starting May 1, Axebcww.com will feature all-girl music videos, activities and goodies, such as "Bom Chicka Wah Wah" ring tones.

• Live events. This week, Axe will put 60-foot inflated cans in downtown Chicago, Los Angeles and Baltimore. Bottoms will be see-through and inside will be women — "Axe Angels" — jumping on trampolines.

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