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Axe: Axe Effect Japan

Unilever has done an amiable job capitalizing on (and slightly exaggerating) the hormonal, primal nature of women with its Axe brand. Since the marketing campaign™s always relied on the physical versus the verbal, Axe™s appeal is

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Unilever has done an amiable job capitalizing on (and slightly exaggerating) the hormonal, primal nature of women with its Axe brand. Since the marketing campaign™s always relied on the physical versus the verbal, Axe™s appeal is basically universal, a fact proven by Unilever™s latest branding effort in Japan.   

With its Far East œAxe Effect” site, designed by Bascule, the multi-national company has launched a multi-faceted portal that is inundated with all things Axe. The first enticing section is œAxercise,” featuring an aerobics instructor and a handful of spandex-clad backup dancers taking you through 5 different amusing workouts that emphasize the use and spray of two Axe bottles; these include œThe Drawing Arm,” œFireworks Chest,” œHot Beach Leg” and œSaturday Night Side.”

Another section of the site is œAxe News Network,” a video-filled broadcast channel that streams fictional news reports featuring an attractive anchor and a host of stories that flaunt the power of Axe, such as women pouncing on an Axe user at a supermarket or a politician keeping his cool with a few simple spritzes of the bottle. Finally, a location dubbed œAxe Lesson” lets a tutor use a mannequin to teach you the six-step process of seduction with Axe.

Sure, the copy and dialogue might all be in Japanese, but the video content suggests that Axe™s male-friendly message is the same"even if the words do get lost in translation.
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About

Credits
Date
Jul 05, 2007
Client:
Unilever
Interactive Agency:
Bascule
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Genre
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