Axe Detailer: Initiating a Change in Men's Showering Behavior
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Promotional Campaigns for Axe Detailer
Analysts attributed the growth of the Axe brand to its innovative promotional efforts which focused on the 'Boy gets Girl' theme. Axe ran campaigns focusing on how its products increased the sexual appeal of young men...
Following the launch of the Detailer, Axe launched a carwash-themed campaign called the 'Guywash' in July 2008. Developed by Bartle Bogle Hegarty (BBH) New York, the campaign conceptualized the shower tool as a car wash for men, with different cleaning stations for different body parts...
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