Every member of the ad team responsible for promoting Axe grooming products clearly attended class on the day their marketing professors told them that “sex sells.”
Take, for instance, their ad featuring a stampede of half-naked women converging on one lone man (who apparently smells awesome) as the words “spray more, get more” appear on the screen. Not blunt enough for you? How about the shampoo bottle tagline that promises, “the cleaner to you are, the dirtier you get”? All this professional copywriting work sends one very clear message — use Axe, get laid.
Axe’s latest ad campaign, however, ventures into uncharted territory. In this case, the product’s ultimate benefit (sex) lies hidden beneath a very thinly veiled pseudo-PSA about water conservation. “Showerpooling”, as the company calls it, encourages young men to save water by showering with “a like-minded acquaintance or an attractive stranger”. While it’s pretty clear what might appeal to guys about this idea (and we don’t mean the eco-friendly part), Rob Candelino, vice president of marketing for U.S. skin care at Unilever (Axe’s parent company), swears the campaign really is about water conservation. Sort of.