Unilever owned irreverent male body spray Lynx (known as Axe in many markets) taking advantage of the well publicised activities of Prince Harry in Las Vegas. As story of what happened and the naked images taken of him in his hotel room partying playing strip billiards with a group of ladies was appearing in the press, Lynx ran these tongue in cheek ads. Ads that reinforced what the brand is promising - helping get young men into naughty situations with attractive young women.





Comments


Written by HeatherStone
3638 days ago

Gary,

These are some great examples of taking a current event and turning it into marketing magic. Like you said, it's only going to keep getting faster and faster on the turnaround. What we really need is more connectivity so we can gain the competitive advantage over the other ad agency.

Also, (an aside) it's amusing that they call Axe Lynx in the UK. A lynx is associated with feminine qualities here (at least among those I know), so NOT the masculine vibe that the company's looking for, hence Axe over here, in the US. Of course, maybe Axe has violent connotations, which perhaps gives you an insight into American character..haha. Anyway, interesting post.

~Heather Stone



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