July 27, 2006
Ads: How Dirty Boys Get Clean
"The Axe core target is 11-24 year old guys, who quite simply obsess about hooking up with girls. The creative bulls-eye for this campaign was 21 year olds. This represented a shift to an older group to target than the body spray (and brand) launch work... It's not until guys leave home to go college, or enter the workplace that they start to buy their own personal wash products".
[from 2006 Kelly Award Finalists]
Category Statements: Confident Fun Honest Intelligent Sexy Stylish
Trustworthy Up to date Trendy Heroic Clever Fearless Cool Young Masculine
http://www.boyhoodstudies.com/board/viewtopic.php?t=60
>MPA Axe Case Study
Posted by Stubbornson at July 27, 2006 05:40 PM