Difference Primary and Secondary Data
Q.1).Who can resist chocolate? Not women, definitely. And that is the premise on which Axe, Unilever’s market leader in deodorants for men, has introduced a chocolate fragrance in its range. Dark Temptation, the new deodorant, claims to have the same effect on women as chocolate: It turns them on.
The campaign was launched in three phases. The first – the seed phase – was done by Lowe Mumbai. Lowe Mumbai put together the teaser campaign for Dark Temptation on the basis of a research study conducted in November 2007 by Unilever together with Datosclaros, a company that designs and develops market and public opinion studies.
The study involved 3,571 women in 13 countries in the age group of 18-35 years. The aim was to test preferences and the relationship between women and chocolate. The teaser campaign highlighted the results of the survey, which implied that women found chocolate irresistible.
Ad industry stalwarts are reacting positively to the ad. Ashish Chakravarty, creative head, McCann Delhi, says, “The proposition/ storyline of Axe commercials have always been the same, whatever the variant: Use Axe and become a 'chick magnet '. So, the challenge each time is to tell the story in a fresh way. In all of their commercials, they have lived up to that. In this commercial, too, the manner of attracting women is quite unpredictable. And it has been executed well, so I quite like it.”
Nandu Narasimhan, executive creative director, Saatchi & Saatchi, North and Bangalore, praises the film: “From all that I have seen, Axe is a brand which stands apart in its communication. Set Wet, the brand, is compulsively portrayed as a 'sexy ' brand. Axe, along with being sexy, also has a tinge of naughtiness to it. I think the ad would not have had that good an effect if a handsome hunk covered in chocolate had been used instead of the cute, toylike chocolate boy. I 'm not sure about the awards this communication will win, but I 'm sure it works. I personally really
The campaign was launched in three phases. The first – the seed phase – was done by Lowe Mumbai. Lowe Mumbai put together the teaser campaign for Dark Temptation on the basis of a research study conducted in November 2007 by Unilever together with Datosclaros, a company that designs and develops market and public opinion studies.
The study involved 3,571 women in 13 countries in the age group of 18-35 years. The aim was to test preferences and the relationship between women and chocolate. The teaser campaign highlighted the results of the survey, which implied that women found chocolate irresistible.
Ad industry stalwarts are reacting positively to the ad. Ashish Chakravarty, creative head, McCann Delhi, says, “The proposition/ storyline of Axe commercials have always been the same, whatever the variant: Use Axe and become a 'chick magnet '. So, the challenge each time is to tell the story in a fresh way. In all of their commercials, they have lived up to that. In this commercial, too, the manner of attracting women is quite unpredictable. And it has been executed well, so I quite like it.”
Nandu Narasimhan, executive creative director, Saatchi & Saatchi, North and Bangalore, praises the film: “From all that I have seen, Axe is a brand which stands apart in its communication. Set Wet, the brand, is compulsively portrayed as a 'sexy ' brand. Axe, along with being sexy, also has a tinge of naughtiness to it. I think the ad would not have had that good an effect if a handsome hunk covered in chocolate had been used instead of the cute, toylike chocolate boy. I 'm not sure about the awards this communication will win, but I 'm sure it works. I personally really