Sunday, February 12, 2012

Unilever launches new Axe product targeted towards women

Unilever has recently announced the launch of their latest product line for women.
The new line of products will come in a white package with "scents of sparkling fruity notes, soft florals and a light finish of sandalwood, amber and vanilla." Interestingly enough Axe`s senior brand manager Kyle Marancos noted the reason for the new product line is because of the increasing demand by the brand`s female fans.
It`s great to see that Unilever is listening to the demand of their female fans, but I wonder how the female public will perceive this new product given Axe`s oversexed male brand image used within their marketing campaigns.
Below is their latest commercial for the new female product line, check it out and let me know what you think. I must say, as a marketer there isn`t much brand awareness for the new female product line until the end of the commercial, and in my personal opinion the commercial isn`t very good. There are many images of car wrecks and more wrecks before the new product is even shown. Let me know what you think.

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