Axe is a dynamic brand in terms of communication and was chosen to analyze its advertising strategy. It is the name of a deodorant for men and is a product of the Unilever group in France in 1983. Today, the brand is a leader in the field of male deodorant, with a market share of 20%. It is sold in over 60 countries and ranks first in several European markets and Latin America.
In addition, it is becoming more and more prominent in Asia and the United States where it appeared in 2003. Axe notably became the first male deodorant brand in Canada. Throughout the campaign, the brand has established itself as one of the major references in terms of creativity.
By observing the advertising models that are dominant in this category of products (health / beauty / health), one will realize that "outside the box" thinking is a very difficult exercise. Axe has been very successful in surprising its target with a very different position from what is usually done in this area. The ads play on the fact that women are irresistibly attracted to all men who use Axe deodorant and call it "the Axe effect".
The brand has adopted this position since 1997. It communicates with its competitors rather on the effectiveness of deodorant while it focuses on fragrances that awaken the "sex appeal".
This study will analyze in greater detail about the brand communication for Axe deodorant. For this analysis, it will investigate the advertising strategy through its target, its objectives, its budget, its level of communication strategy and its copy. Then, it will measure the relevance of this campaign.
Axe operates in a highly competitive market that presents many opportunities in terms of development. The reactivity of the brand allows it to continually adapt to consumer behavior that turns out to be more heterogeneous. The powerful advertising campaigns Axe represent the key to success of the brand.
The marketing objectives of Axis reside in a coherent combination of the elements of the mix to achieve three main objectives: to remain leader, increased sales and increased customer loyalty. Communication objectives are part of the means used to achieve marketing objectives.
The overall objective of the media plan is to sell Axe: the company is advertising market. However it uses different mile stones in its media plan, according to thelife cycle of its product portfolio through goals: launching a new product, loyalty, information, alternative formulations of products.
However, there are overarching objectives common to all advertisements on the orienting axis of reputation, image and attitudes and attitude change.
The reputation is part of cognitive objectives that is to say brand awareness to individuals. As for Axe, the goal is an interview of brand awareness as it is already known. It advertises replicated in continuity to consolidate its territory and brand reputation.
Through this, it seeks to maintain its strong brand "top of mind" and its spontaneous and prompted awareness of almost 100%. For unaided awareness, Axe is listed among the top three brands for health beauty in the product line.
Tags: Axe deodrant, unique advertising campaign, communication strategy
[...] We will analyze the brand communication for Axe deodorant in more detail. To do this, we will consider the advertising strategy of Axe through its target, its objectives, budget, and level of communication strategy, and then we will make a rubric to measure the relevance of this campaign. It is necessary to establish an internal and external diagnosis of business to understand branding in terms of advertising strategy. Opportunity Threats Offer renewal - Strong competition on (innovation) the market 30 brands in linear Deodorants are ranked - Rise of the brands of second in the department of Hygiene Distributors & health Demand for deodorants for men is increasing Deodorant is the product most invested in by young people, both girls and boys. [...]
[...] o Is creating simple, effective and fast? Creation is simple because it uses only portraits of young boys with their ugly Axe deodorants, compared to an attractive male star Hollywood for the second. Simplicity and explicitness of advertising are to be effective, it is clear that users quickly Axis have a mirror reflection identical to that of Ben Affleck. This is accentuated by the sharp contrast between the two individuals. o Is advertising in line with the consumer? Advertising is completely in line with the target consumer: young men aged 17 to 25 years on average. [...]
[...] It is essential to take into account: - A code specific to the product nomenclature on TV: - Rates non-food sector - Product Category: deodorants for men - Family: 10 - Class: 02 - Sector: 02 - Variety: 02 - The duration of the ad is 30 seconds. - The position of the advertising display: in the middle Here the cost of an advertisement is presented in two different types of programs broadcast on TF1 support, at similar hours and timeslots, but different days and dates. Note that this insertion is the target of the broadcast program. Tranche Programme Time : Day Date Time : Gross Schedule Rate p.m. We see a difference in the cost of the advertising space between these two programs. [...]
[...] In addition, the consistency of the advertising strategy over time enables the consumer to understand any advertising, through a new campaign. Axis focuses on brand communication, with a very comfortable budget that allows it to be present across different media, such as posters, magazines, film, and television. At the international level, the ads are adaptable in many countries, with their multicultural character. However, there is a risk of creating a certain weariness, because the axis of communication does not change. The key to successful communication by Axe will therefore need to be constantly renewed with ever more creative advertising. [...]
[...] The display o Is the creation strong? Yes, because it is not trivial. Its strength lies in the fact that the brand offers something different than the usual campaigns featuring scantily clad women. The white color creates a contrast with the darker objects promoting the visual impact of the poster. Creation must be strong because it is designed to display, where the audience is characterized by its very low attention and rapid exposure. For example, we will not see a sign very quickly when we're in our car, which is why advertising has an extremely strong impact both visually and at the perceptual level. [...]
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