Men's Axe deodorant is always pushing boundaries in terms of sexy marketing and their newest scent called “Instinct†exemplifies Axe's edgy advertising scheme. The commercial features a woman covered in a leather sheet and eventually cuts to her in bed naked with a man under leather.
The commercial concludes with the words, "Axe Instinct. The power of leather.†A leather-scented cologne? Hmmm: I'm not so sure I want my man smelling of dead cow.
Implications - Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics. Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic. Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention.
What Makes This Trend Stand Out
- Controversial Advertising
- Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics.
- Shock Factor Marketing
- Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic.
- Taboo Appeal
- Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention.
Sectors Adopting This
- Fragrance and Cosmetics
- Controversial advertising can disrupt the fragrance and cosmetics industry by creating unique and attention-grabbing marketing campaigns.
- Fashion and Apparel
- Shock factor marketing can disrupt the fashion and apparel industry by challenging traditional norms and creating buzz around new products.
- Media and Advertising
- Taboo appeal can disrupt the media and advertising industry by pushing boundaries and capturing the attention of audiences through controversial imagery.
