Trend Hunter recently featured the Axe Unleash the Chaos campaign commercial and now here are the follow-up print ads, which also promote the brand's new fragrance Axe Anarchy For Him + For Her.
Created by ad agency BBH, the Axe Unleash the Chaos print ads follow the same premise as the TV spot, which rests on the notion that using Axe's Anarchy scent -- a body spray fragrance that comes in both a men's and women's version -- will "unleash the chaos" because both sexes won't know what hit them. They will be experience a magnetic attraction to each other and be "struck senseless by the Axe effect," as Fastco.Create describes. Over the years, Axe has built a fun brand image based on offering men scents that women just can't resist -- and now men can't resist them on women either. It's a great way to get the attention of both sexes.
Stats for Scent Struck Campaigns (UPDATE)
Trending: Older & Mild
Research: 2,893 clicks in 224 w
Interest: 1 minutes
Concept: Axe Unleash The Chaos
Related: 47 examples / 36 photos
Segment: Neutral, 18-55
Comparison Set: 17 similar articles, including: 47 guy-giene innovations, wash dirty women, and subliminal body spray ads.
Scent Struck Campaigns (UPDATE)
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