Unilever’s Axe brand, which is targeted toward young adults, frequently pushes the envelope with its advertising. This is once again evident in a new campaign aimed at college students.
As Bruce Horovitz reports for USA Today: “Unilever, one of the world’s largest consumer product makers, this week will unleash a controversial online ad campaign for its edgy Axe brand of men’s grooming products that urges college students to shower with a friend, or ‘an attractive stranger.’ Showerpooling (wink) is what they’re calling it. It’s all about conserving water (wink), the company says. ‘This is a cute irreverent way to communicate what is really a significant message: water conservation'” says Rob Candelino, vice-president of marketing for U.S. skin care. But will Unilever’s latest gambit for its Axe brand catch fire or backfire? Marketers are of mixed mind.”
What do you think. Click the image to read more of Horovitz’s story.
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