Team HERS
Dismantle the stigma of immaturity associated with Axe and appeal to an older demographic
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Axe for every man Brand
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Brand Opportunity
Market Convention
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The needs of older men are valid and deserve to be accommodated for by an affordable grooming brand
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Disruption
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The wants and needs of young men are easily fixed with cost efficient grooming products and the more complex needs of older men are reserved for a different category of grooming
Axe for every man Brand
Target Insight
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Axe for every man Brand
I think that cost efficient grooming products are so targeted toward younger men that I feel out of place purchasing them Axe feels reminiscent of high school to me Old Spice’s new advertising targets young men (swagger stick)
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Axe for every man Brand Brand Belief
The affordable men’s grooming brand that fights the limitations of traditional masculinity and liberates guys to define “man” for themselves
Description of Project ●
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Expand upon, maintain and raise awareness for the Find Your Magic campaign We want to validate out target audience’s desire to be active parents and role models for their children. The campaign will highlight the magic of dads and power of taking pride in your family.
Goals & Objectives ●
Dismantle stigma of immaturity associated with The Axe Effect
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Appeal to an older, more sophisticated demographic
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Improve Axe’s overall reputation among all ages (building on Find Your Magic)
Insight & Strategy Insight: Generation X grew up with working parents and spent a lot of time alone, something they resent and actively avoided for their own children Strategy: Redefine & Glorify Fatherhood
Target Audience Generation X, Men 38-53 Fathers, middle class Interests: Trying new recipes, rocking out to their oldies playlist, fixing things around the house, hanging with the fam. Embracing their unique qualities Geography: National
Single Most Compelling Idea The concept of the “cool dad� needs redefining to empower men to take pride in their role in the family dynamic.
Primary Selling Points Axe is encouraging men to use their products to emphasize their unique qualities that make them individuals ●
Affordable prices
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Wide variety of products and scents
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Effective
Mandatories No slang terms (swag, bro, etc) Maintain the message of Find Your Magic Tone: Humorous but not degrading
Big Idea
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You are a man, but no ordinary man.
You have taken the powers vested in your manhood and intertwined them with your mate to create life, on purpose.
You bet your magic’s hereditary.
The coolest thing about you? Yeah, your kid got it too.
That’s the power of procreating. And you didn’t stop there.
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Who needs a nice figure, when you can be father figure.
You found your magic, now raise it.
Who needs to raise the roof, when you can raise your youth.
Axe: Dare to Dad.
Digital According to Think With Google 73% of Gen Xers use YouTube to learn how to do something. We utilized this insight by introducing “Welcome to My Crib�. A YouTube series by Dads, for Dads with high quality How Tos on everything from building a crib to making a promposal signs.
Outdoor Our outdoor executions give new meaning to the popular term “DILF”. The humorous and visually pleasing billboards stray away from the sexual innuendo and bring to light the reality of being a father. “Dad I’d like to…” ● ● ●
Freestyle with Fangirl with Fire up my grill
Thank You!