The predecessor of the AXE is a product (also by Unilever) called “Impulse.” It was one that marketed towards women that promised them male attention. It was heavily promoted in London with famous acts such as the Spice Girls. AXE follows with a similar strategy but towards the male consumer, with the promise of female attention.
The marketing mix of the product is quite simple. AXE Twist is the product. Whether you buy the shower gel or body spray it comes in a black container (plastic for former and metallic for the latter) with three colors: black, green and yellow. Usually AXE products only feature two colors: black and one other; yellow for AXE Rise, red for AXE Fever, blue for AXE Shock, red for AXE Touch, and so on. AXE Twist is not an ordinary product but one that is said to “change.” The price for the product is extremely economical. The place is worldwide, and finally promotion is the big one. AXE Twist is being promoted through various television advertisements, magazines, through event sponsorships and other innovative ways, which will be discussed shortly.
AXE’s marketing team has something that most body hygiene products lack: creativity. That creativity comes from the risqué humor that is included in their advertisements. This is definitely a point in their favor because it gives them