Simone Rhoden

Is marketing so powerful that it hypnotizes a consumer to purchase needless items? I believe so; even I have fallen weak to the effects of a mesmerizing advertising campaign. Whether it was from a chewing gum commercial that showed a dramatization of a person with dirty teeth – and after she chewed this “oh so powerful gum” her teeth were remarkably whiter – to a shampoo that relieves hair breakage in just one wash ( as long as you purchase the conditioner with the shampoo). Even marketing slogans with catchy tunes will remain in my head all day to the point that when I actually see the product I start singing the tune. Do we all remember the Coca Cola commercial with R&B Artist Tyrees singing on the bus? I almost downloaded the song on my iPod today.

One Campaign that definitely took the nation by storm was the AXE effect. Axe carries men’s body sprays that are supposedly so intoxicating that no woman can resist throwing herself on any man who wears it. One commercial will show a man being chased by a mob of women who when they catch him literally rip the clothes from his body, leaving him naked and branded with lipstick.

As if this wasn’t enough, Axe marketers took promotions to a higher level and gave the brand a catchy slogan/tune “Boom Chicka Wah Wah”. With this promotion, a female smells the fragrance and falls into a sexual trance. She begins to sing Boom Chicka Wah Wah to the man wearing the spray.

Since this promotion, I have not yet been to a man’s house that hasn’t had this spray in the bathroom or on their dresser in his room.

This only intrigued me to go and smell this invigorating spray; it was finally my time to join the masses of women in the commercial. I was excited but extremely nervous as I walked toward the bottle on my friend’s dresser. Questions filled my head as I reached for the bottle: “Will I fall into this trance like the women on the commercial? Will I be so obsessed with the fragrance that I will have to buy it for myself and spray it on my pillows at night?”

It was finally within reach. I pushed on the pump and Axe filled the air. I took a big deep breath to embrace the essence of this wonderful body spray, and it smelled like…………………………………….Old Spice.

I have enclosed three commercials for your viewing pleasure…

http://www.youtube.com/watch?v=9BmV9aWqm2E
http://www.youtube.com/watch?v=i350Kelq5nQ
http://www.youtube.com/watch?v=RL9uOxTAIRA


What is your experience with Axe? Do you use it? Have you been excited by it?

Graphic Credit:
Sabrina Segal