We all hate the Axe commercials, but are they effective?

JsNeagle

JsNeagle

Active member
I'm a marketing major so stuff like this really interests me. I hear soooo many complaints about the Axe commercial depicting the "double pits to chesty". As much as they think kids on newschoolers are their target market (and I agree), it seems like I've never heard one positive opinion of the commercial on here. I'm wondering, does anybody use Axe? Did anybody used to buy it, but doesn't anymore because they hate the ads so much? Has anybody started using Axe since these ads came out?
I'm thinking the newschoolers community is too informed and knowledgeable about "action sports" and therefor writes the commercial off as completely irrelevant, and almost insulting. Do you guys think it's an effective commercial for kids that aren't as in to certain "action sports" as we all are?
Frankly, I hate them. However, I keep seeing the commercial, so it's obvious to me that Axe hasn't seen the same negative results that I think I have on newschoolers.
I don't know if any of that makes sense to anybody
 
i used in middle school and then realized nobody likes how it smells so i said ok Axe, we're just friends. But then axe started making these awful commercials aso i says, look axe if u gonna persist with these awful ads i just dont know if i want to be your friend anymore. But axe did persist, and is now my sworn enemy.
 
used it in middle school, havent used it since, but actually i could see myself rockin some of the shampoo or whatever, not because the ads are particularly good or funny or anything, but simply because they are actually advertising which leads one to believe that they are making enough money and ithe shampoo is legit enough ya know?
 
axe has transcended simply advertising their product, they are advertising a certain lifestyle which they happen to be heavily invested in.
 
yuckkkkkk. axe is not one of the better colognes from what i've smelled. most girls don't dig the guys drenched in that stuff. the commercials are super annoying
 
i hate the commercials, and definetly hate the obnoxious odor known as "axe" the only thing it has ever been used for in my books is covering the smell after twisting up a fatty..

and it didnt even do that well..

 
there's no such thing as bad publicity. terrible commercials get people talking about the product. people talking about the product get other people to buy the product. also, a brand-name getting grouped with a commercial or song helps immensely. just look at enzyte commercials. sure, they're rather funny and that adds to the recognition, but if you cant remember its name, all you have to do is whistle the song or mention smilin' bob
companies will do anything to get recognition. that's why 90% of commercials today make us want to kill ourselves
 
i literally watch less videos in the video section because of this add. they need to go back to the short salomon adds
 
I think it has the potential to be a negative ad. This is due to the fact that it will annoy and turn off potential customers who were on the fence with how intrusive and relentless it is.

I HIGHLY doubt anyone has seen the ad here on NS and thought, "Hey, I'm going to go buy some Axe".
 
sorry to be a dick, but i thought this after watching how that HAWT GRLL B ON HIS DIK AFTER HE HAD AX SPRY LOL
 
I think the reason everybody dislikes it is because it's 30 seconds long and it plays before EVERY SINGLE video you watch. If I saw it on TV occasionally I wouldn't mind it but I've probably wasted 10 minutes of my life to that ad now.
 
Old spice is so delicious.

Also the new tag deoderants are amazing. i like the purplle one. I'm cool
 
i bought a can

but only so i could use it as a flamethrower, then throw it in a fire and watch the can explode

damn i was cool
 
You need to look at the objective of the marketing campaign.

Not always intended to directly create sales. Obviously sales are what create revenue, but awareness is quite commonly a major objective of creative/promo campaigns, with sales as a secondary.

In this case I think the ad has certainly created awareness - for better or for worse.

Whether or not it will negatively affect sales, well thats impossible to say. I also question how many kids on this site actually buy their own deodorant - so sales may not be relevant.

The main thing axe would be looking for is that the brand ends up in the evoked set of consumers (i.e. in those 3 or so brands that come into mind when the customer thinks about which deodorant brand he/she should purchase)
 
I never really used it before but lately I'll use it just to spray alittle on my shirt or something mainly after I get done smoking bud but occassionally I'll use the chocolate or the blue spray cause it smells pretty good
 
Was your decision based off the commercial or an outside force?

Did the commercial/advertisement have ANY effect whatsoever on your decision to use Axe?
 
a lot of people have brought up really good points. One one side, there's no doubt they're increasing awareness for the product. I don't necesarily agree with the no publicity is bad publicity. I think there's a possibility that this ad campaign will have an overall negative effect on the general reputation of Axe products.
Another good point is that they do advertise more heavily than their competitors, which might result in more awareness of the Axe products than substitutes.
keep up the discussion!
 
They target the "right" audience, bet a ton of kids here use their stuff.

As for the other ads on this site? I seriously question why they are here. Hope someone is getting paid $$$$$$$ for them cus they do nothing more then piss people off.
 
i hate the product and the ads. i've never worn axe, but in junior high a bunch of us guys would buy axe solely for the purpose of blowing up the cans in the changeroom. i hate girls who like axe, which is luckily just the girls who are dumbass hos.

double pits to chesty is just another retarded axe ad. i don't really have any special opinion on it, except to say that it's just another stupid ad from axe, and doesn't really surprise me in the least bit, looking at their previous ads. as per usual, it ends with some dumbass ho's nose in an armpit. i'm guessing these ads do work though, because some people figure that having a dumbass ho's nose in your armpit is a goodthing, and they think that these ads have some truth to them, so they buy the shit.

the only person i've ever met who wore/wears axe was a fat kid who never had a girlfriend and was laughed out of regular school, and i'm willing to bet those kind of people make up the majority of axe's sales.
 
Ahoy!

Back when I lived in the dorms, they would pass em out on campus for free all the time. We would rig like 6 of them together and then pull duct tape over em to make em start sprayin then throw em into a room, BOOM axe bomb! The rooms would smell like shit for like 8 hours.
 
def. outside force, there's really no way the commerical for the chocolate made me wanna buy that type. It's actually a pretty stupid commerical I don't see how they thought a chocolate person that gets his arm ripped off at the end because the ppl wanted him so much would make ppl wanna buy that product to be honest. The tag body spray commerical are better aimed for their product type I believe.
 
It was all you could smell in middle school. Therefore, I hate it.

Kids still use it though and I think the smell is horrid...I personally don't use any fragrance products other than body wash.
 
Remember the article about that kid in New Jersey who used so much axe that he died?

On a side note, do you think the commercials make girls think that Axe smells good?
 
I have used their dry deoderant for several years and just now started seeing "refreshing" ads for the dry stick.

I will only buy their god awful spray if I want to cock block somebody by covering them in skunk pheromones.
 
hahaha one time my cousin gave me and my brother like 3 cans so we could flame throw stuff
even if i did like it i dont think my mom or myself would buy it
also i fuckin hate DOUBLE PITS TO CHESTY!!! the last 3 days thats the only ad i've seen before every fucking video! for a while they were playing TC ads and mixing it up, now its all DOUBLE PITS TO CHESTY, no wonder people would rather upload to vimeo and then embed on NS
 
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