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Unilever's Axe brand entered the history of advertising because of its controversial advertising campaigns. Thanks to them and won deodorant keeps leadership in the number of sales in Europe, the US and Latin America, and the Axe commercials repeatedly became winners of the Cannes Film Festival.
The history of the brand begins in 1983 in France, when the group Unilever has decided to release the male version of deodorant Impulse, which was positioned as attracting the attention of men.
Not everyone knows that because of his name Axe (in English literally "Axe") in English-speaking countries known as Lynx in the United Kingdom, Australia, New Zealand and Ireland.
The key product of the brand became a deodorant spray, and brand advertising concept called «Axe-effect", which has the smell of deodorant on the girls, arousing in them an irresistible sexual desire.
After the success in France, Unilever launches three Axe-flavor Amber, Musk and Spice in the UK. In 1985 brand Axe won Latin America, Asia and Africa. And in the new millennium Axe won the United States and Canada.
The success of the brand to a large extent contribute to the annual update of flavors, continuous improvement and expansion of the packing line of manufactured goods. Today, under the brand Axe sells all kinds of deodorants (aerosol, stick, ball, antiperspirants), shower gel, and means for aftershave, shampoo and hair styling.
Axe regularly updates flavors and continuously improving packaging. Advertising campaigns Axe always timed to coincide with a new flavor, which is always accompanied by changes in the design of the packaging of a deodorant.
Lynx Click
Lynx Unlimited
Lynx Vice
Lynx Touch
Lynx Africa
Lynx Pulse
AXE Recover (Limited Edition)
AXE Dark Temptation
Since the launch of Axe scents have played an important role in the success achieved by the brand. Since 1987, Axe had become a tradition every year to produce the new flavor. From 1996 to 2002, he developed the Axe fragrance perfumer Anne Gottlieb, who has worked for Calvin Klein, owned while Unilever. Under his leadership, went options Dimension, Apollo, Voodoo, Gravity and Phoenix. The following table shows all the flavors Axe brand since its launch to the present day.
Year Title flavor description flavor Note 1983 Amber, Musk, Spice Series title equivalent title aroma first three varieties of flavors that Axe has launched in France in 1985 Amber, Musk (Moschus in Germany), Spice Series title equivalent title flavor this year, these three options are used to run in the UK brand. Musk is still possible to buy in France and Germany in 1987 Oriental Series title equivalent title aroma with this fragrance began the tradition of annual production with new odor 1989 Marine Series title equivalent title fragrance now commercially available only in Austria, France, Belgium and Spain
1990 Tempest
Discontinued
1991 Mirage discontinued in 1992 Nevada Geographical name discontinued in 1993 Java Geographical name discontinued in 1994 Alaska Geographic name discontinued, is commercially available in Germany in 1995 Africa geographical names in the UK is still the most sought-after 1996 Inca Warm spicy scent discontinued in 1997 Atlantis Abstract discontinued in 1998 Apollo Abstract Named after the Greek god of the 1999 Voodoo Abstract cause conflicts with Christian groups, who objected to the use of images of black magic. 2000 Phoenix Abstract Based on the myth of the phoenix 2001 Gravity Abstract The advertisement is exploited the concept of Earth's gravity 2002 Dimension Abstract Aroma appeared under the influence of campaign Sony's PS2 Third Place, focused also on young people 2002 Apollo, Kilo, Orion, Phoenix, Tsunami, Voodoo these aromas Axe begins to conquer the US Pulse 2003 European version of the fragrance imparts a crazy confidence, now you'll be so compelling that even your crazy wild dancing impress the girls in advertising used track Make Luv, took 1st place in the ranking of the UK
2003
Essence
American flavor, reflecting the dual nature of man's relationship to women
In America, held under the slogan advertising part good - part bad «Half good - half-bad" and showed two sides of the attitude of men towards women. 2004 Touch One look at the man, fragrant Touch, excites women Advertising campaigns abound with images of excited women in 2005 Unlimited Parody of the Chinese film "Crouching Tiger, Hidden Dragon" in 2006 Click or Clix This fragrance makes men so attractive that they are fit to acquired counting machine for conducting account of women respond to it Commercials Axe removed Nick Lachey. In British video to Lynx removed Ben Affleck. 2007 Vice Thanks flavor of forbidden fruit, the new Axe makes "good" girls "bad" Viral video-style crime film 2008 Dark Temptation Women love chocolate, so the Axe with the scent of chocolate can work wonders Commercials distraught girl eat chocolate Man 2009 Instinct combination aromas of cardamom, resin and cedar bark create a tart smell, the smell of leather imitates animated movie about the primitive men compelling
Periodically Axe produces fragrances Limited Edition (Limited Edition) , which are commercially available only a few months or years.
Year Title Description Note: 2007 3 2 deodorant packaging. One is called one, the other, respectively, 2. must be used together, mixing with each other to obtain new fragrance 2007 Recover invigorating burst of citrus and woody scents from three options AXE / LYNX, issued under the brand LIMITED EDITION 2007 Shock Refreshing effect of glacial water and Mint One of the three options AXE / LYNX, issued under the brand LIMITED EDITION 2007 Boost contains an extract of the volcanic rocks from three options AXE / LYNX, issued under the brand LIMITED EDITION 2008 DRY Sharp Focus invigorating minty flavor allows you to stay in focus in 2008 Fever Abstract The aroma filled energy flavors of Brazilian oranges offer you to trace the history of the conquest of the advertising brand Axe countries in Europe, Latin America, Asia, Africa and the United States.
Europe
Slogan: So do you see the new Axe Musk. And so the woman can see it.
Latin AmerikaSleduschey AXE conquered Latin America.
Slogan: Male sweat attracts only other men. And that's all you want?
Slogan: Male sweat attracts only other men. And that's all you want?
Slogan: Male sweat attracts only other men. And that's all you want?
AziyaStrany Asia conquered work agencies LOWE India, Bartle Bogle Hegarty Singapore.
Africa
SSHAV new millennium Axe won the US market and Canada.
Slogan: I know 6 poses from the Kama Sutra, where you still can and watch TV.
Slogan: I threw out those dirty magazines from under your mattress. And you bought new.
Slogan: I'll come back to your room, but I will not withdraw their high heels.
Lynx
Scandalous campaigns Axe mainly from agencies BBH New York and Buenos Aires VegaOlmosPonce repeatedly became winners of the Cannes Film Festival and cause serious accusations by the conservative-minded public. Advertising campaigns Axe brand called sexist and offensive, provocative sexual promiscuity and aimed at underage audiences.
Agency VegaOlmosPoncePrakticheski perfect union brand Axe, Argentine Agency VegaOlmosPonce has consistently provides us with new stories from the world of Axe-effect.
Axe Day & Axe Night: Squares
Rollers on "soap effect»
Axe Dark Temptation: Chocolate Man
Axe Pulse: Quake
Axe Dry Sharp Focus: Paranoid Eye
Axe: Mix Them
Axe Vice: Ejected Women
Campaign «Body Language»
AXE: SUGAR
AXE: COAT STAND
The agency BBH New York Axe Bullet: Opportunity
Axe: Crack
AXE: Getting Dressed
Viral Video 2007 BBH New York launched the network five-minute viral video about how good girls become loose and vicious when their boyfriends are Axe Vice.
BBH New York took advantage of Thanksgiving Day, one of the most favorite American holidays, and launched a viral video in which the boys thank Axe for girls, their diversity and sexual pleasure that came from them because of the product Axe.
Another viral campaign "about it" from Axe, BBH turns to porn films 70.
Print advertising Axe recent years.
Interesting fact
January 12, 2008 12-year-old boy in Derbyshire, England, died in hospital of heart failure caused by excessive use of deodorant Lynx. After this incident, Axe / Lynx was accused of abusing an acidic solvent in the composition of a deodorant and as a result, increase in mortality among young people. Many schools in the UK banned the use of Axe / Lynx in school because of the risk to children's health.
See also review advertising deodorants for the feet, air fresheners, and breath fresheners.
via / kreativnyj_obzor / 2009/02/05/28782 /
The history of the brand begins in 1983 in France, when the group Unilever has decided to release the male version of deodorant Impulse, which was positioned as attracting the attention of men.
Not everyone knows that because of his name Axe (in English literally "Axe") in English-speaking countries known as Lynx in the United Kingdom, Australia, New Zealand and Ireland.
The key product of the brand became a deodorant spray, and brand advertising concept called «Axe-effect", which has the smell of deodorant on the girls, arousing in them an irresistible sexual desire.
After the success in France, Unilever launches three Axe-flavor Amber, Musk and Spice in the UK. In 1985 brand Axe won Latin America, Asia and Africa. And in the new millennium Axe won the United States and Canada.
The success of the brand to a large extent contribute to the annual update of flavors, continuous improvement and expansion of the packing line of manufactured goods. Today, under the brand Axe sells all kinds of deodorants (aerosol, stick, ball, antiperspirants), shower gel, and means for aftershave, shampoo and hair styling.
Axe regularly updates flavors and continuously improving packaging. Advertising campaigns Axe always timed to coincide with a new flavor, which is always accompanied by changes in the design of the packaging of a deodorant.
Lynx Click
Lynx Unlimited
Lynx Vice
Lynx Touch
Lynx Africa
Lynx Pulse
AXE Recover (Limited Edition)
AXE Dark Temptation
Since the launch of Axe scents have played an important role in the success achieved by the brand. Since 1987, Axe had become a tradition every year to produce the new flavor. From 1996 to 2002, he developed the Axe fragrance perfumer Anne Gottlieb, who has worked for Calvin Klein, owned while Unilever. Under his leadership, went options Dimension, Apollo, Voodoo, Gravity and Phoenix. The following table shows all the flavors Axe brand since its launch to the present day.
Year Title flavor description flavor Note 1983 Amber, Musk, Spice Series title equivalent title aroma first three varieties of flavors that Axe has launched in France in 1985 Amber, Musk (Moschus in Germany), Spice Series title equivalent title flavor this year, these three options are used to run in the UK brand. Musk is still possible to buy in France and Germany in 1987 Oriental Series title equivalent title aroma with this fragrance began the tradition of annual production with new odor 1989 Marine Series title equivalent title fragrance now commercially available only in Austria, France, Belgium and Spain
1990 Tempest
Discontinued
1991 Mirage discontinued in 1992 Nevada Geographical name discontinued in 1993 Java Geographical name discontinued in 1994 Alaska Geographic name discontinued, is commercially available in Germany in 1995 Africa geographical names in the UK is still the most sought-after 1996 Inca Warm spicy scent discontinued in 1997 Atlantis Abstract discontinued in 1998 Apollo Abstract Named after the Greek god of the 1999 Voodoo Abstract cause conflicts with Christian groups, who objected to the use of images of black magic. 2000 Phoenix Abstract Based on the myth of the phoenix 2001 Gravity Abstract The advertisement is exploited the concept of Earth's gravity 2002 Dimension Abstract Aroma appeared under the influence of campaign Sony's PS2 Third Place, focused also on young people 2002 Apollo, Kilo, Orion, Phoenix, Tsunami, Voodoo these aromas Axe begins to conquer the US Pulse 2003 European version of the fragrance imparts a crazy confidence, now you'll be so compelling that even your crazy wild dancing impress the girls in advertising used track Make Luv, took 1st place in the ranking of the UK
2003
Essence
American flavor, reflecting the dual nature of man's relationship to women
In America, held under the slogan advertising part good - part bad «Half good - half-bad" and showed two sides of the attitude of men towards women. 2004 Touch One look at the man, fragrant Touch, excites women Advertising campaigns abound with images of excited women in 2005 Unlimited Parody of the Chinese film "Crouching Tiger, Hidden Dragon" in 2006 Click or Clix This fragrance makes men so attractive that they are fit to acquired counting machine for conducting account of women respond to it Commercials Axe removed Nick Lachey. In British video to Lynx removed Ben Affleck. 2007 Vice Thanks flavor of forbidden fruit, the new Axe makes "good" girls "bad" Viral video-style crime film 2008 Dark Temptation Women love chocolate, so the Axe with the scent of chocolate can work wonders Commercials distraught girl eat chocolate Man 2009 Instinct combination aromas of cardamom, resin and cedar bark create a tart smell, the smell of leather imitates animated movie about the primitive men compelling
Periodically Axe produces fragrances Limited Edition (Limited Edition) , which are commercially available only a few months or years.
Year Title Description Note: 2007 3 2 deodorant packaging. One is called one, the other, respectively, 2. must be used together, mixing with each other to obtain new fragrance 2007 Recover invigorating burst of citrus and woody scents from three options AXE / LYNX, issued under the brand LIMITED EDITION 2007 Shock Refreshing effect of glacial water and Mint One of the three options AXE / LYNX, issued under the brand LIMITED EDITION 2007 Boost contains an extract of the volcanic rocks from three options AXE / LYNX, issued under the brand LIMITED EDITION 2008 DRY Sharp Focus invigorating minty flavor allows you to stay in focus in 2008 Fever Abstract The aroma filled energy flavors of Brazilian oranges offer you to trace the history of the conquest of the advertising brand Axe countries in Europe, Latin America, Asia, Africa and the United States.
Europe
Slogan: So do you see the new Axe Musk. And so the woman can see it.
Latin AmerikaSleduschey AXE conquered Latin America.
Slogan: Male sweat attracts only other men. And that's all you want?
Slogan: Male sweat attracts only other men. And that's all you want?
Slogan: Male sweat attracts only other men. And that's all you want?
AziyaStrany Asia conquered work agencies LOWE India, Bartle Bogle Hegarty Singapore.
Africa
SSHAV new millennium Axe won the US market and Canada.
Slogan: I know 6 poses from the Kama Sutra, where you still can and watch TV.
Slogan: I threw out those dirty magazines from under your mattress. And you bought new.
Slogan: I'll come back to your room, but I will not withdraw their high heels.
Lynx
Scandalous campaigns Axe mainly from agencies BBH New York and Buenos Aires VegaOlmosPonce repeatedly became winners of the Cannes Film Festival and cause serious accusations by the conservative-minded public. Advertising campaigns Axe brand called sexist and offensive, provocative sexual promiscuity and aimed at underage audiences.
Agency VegaOlmosPoncePrakticheski perfect union brand Axe, Argentine Agency VegaOlmosPonce has consistently provides us with new stories from the world of Axe-effect.
Axe Day & Axe Night: Squares
Rollers on "soap effect»
Axe Dark Temptation: Chocolate Man
Axe Pulse: Quake
Axe Dry Sharp Focus: Paranoid Eye
Axe: Mix Them
Axe Vice: Ejected Women
Campaign «Body Language»
AXE: SUGAR
AXE: COAT STAND
The agency BBH New York Axe Bullet: Opportunity
Axe: Crack
AXE: Getting Dressed
Viral Video 2007 BBH New York launched the network five-minute viral video about how good girls become loose and vicious when their boyfriends are Axe Vice.
BBH New York took advantage of Thanksgiving Day, one of the most favorite American holidays, and launched a viral video in which the boys thank Axe for girls, their diversity and sexual pleasure that came from them because of the product Axe.
Another viral campaign "about it" from Axe, BBH turns to porn films 70.
Print advertising Axe recent years.
Interesting fact
January 12, 2008 12-year-old boy in Derbyshire, England, died in hospital of heart failure caused by excessive use of deodorant Lynx. After this incident, Axe / Lynx was accused of abusing an acidic solvent in the composition of a deodorant and as a result, increase in mortality among young people. Many schools in the UK banned the use of Axe / Lynx in school because of the risk to children's health.
See also review advertising deodorants for the feet, air fresheners, and breath fresheners.
via / kreativnyj_obzor / 2009/02/05/28782 /
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