Inter-axe-ive garbage.

(Click the image to see the ridiculousness)

Today we will discuss Axe, of "chauvinistic non-sequiturs that reduce all females to man-craving h-bags" fame, and their foray into the world  of interactivity, that's right, the internet.  

GINA (dot com) has recently obtained the creative brief for this project, which sheds a bit of light into the psyche of both Axe, and it's target audience.  

The Brief:

Project Description:

A website that further re-enforces Axe's positioning for men, behind a sexy coed with his hoohaw in her heehaw.  

Target Audience:

Primary: Male virgins 13-36

Secondary: Economically disadvantaged gay men

Purpose:

This website should communicate, to an online-savvy audience (because let's be honest, our target audience spends LOTS of time online, and not looking at news, no they look at the sites that result in spyware and pop-ups.  To be perfectly clear, we are talking about pornography, particularly, with midgets.) that Axe will get you laid.

The site should have little trinkets and doo-dads to support the main goal.

Rational and Emotional Promise:

Rational: Using Axe gets you laid, perhaps even by entire sororities.

Emotional: Getting laid, perhaps even by entire sororities, will allow you to fulfill your lifetime goal of getting laid (perhaps even by entire sororities).

Mandatories:

For SEO purposes, the following words and phrases must be used as many times as possible:

Sexify

Sex

Sexy

Sexy-time

Sexy-bodacious

Get you laid

No longer a pathetic virgin loser

Clothing-Removal

Roofies

Sorority

Delta

Sigma

Phi

Fraternity rush

Axe effect resulting in unwanted children

Date rape.

Quite an interesting creative brief to say the least.  I would like to highlight my favorite copy on the entire site, and perhaps even the entire internet.

"Science shows that Axe's improved fragrance acts upon the female libido and stimulates the clothing-removal section of the female brain.  Which means you can fulfill more of your manly desires.  One application of the new improved Axe and you'll smell like a hunk of man candy all day long.  Which is good, because babes like man candy. lots."

This is quite the interesting block of copy; as we can see, Axe has decided to appeal to each man's scientific sense (or scents, see what I did there, because it is a fragrance [sic.], it's a joke, get it?) to illustrate the very scientifically grounded, Axe effect.

I don't have a re-print copy of the breakthrough study "Axe Fragrance Effect on the Female Homo Sapien Clothing-Removal Section of the Medulla Oblongata" (Journal of Sexyology) but it concludes:

 "Axe is quite efficacious in stimulating nudity in females."

Interestingly, the Axe group received concomitant dosing of Gamma Hydroxy Butyrate (GHB, aka roofies) with each dose of Axe, which the study design explains, "..was included for the highest level of accuracy to real world scenarios."