Axe Commercials in the 2000s – A Troubling Formula
In 2000s Axe went beyond merely providing deodorant, to becoming a tool for self-expression. It wasn’t just about fragrance; it was about embracing masculinity and alluring the opposite sex. It perpetuated the intriguing belief that Axe had the power to instantly captivate women.
The recurring narrative went like this: a man uses Axe, and women flock to him. Unfortunately, these advertisements reinforced harmful stereotypes that objectified women. The commercials often relied on explicit sexual innuendos and the hypersexualization of women.
Axe User – Insecure Males
Over time, the typical Axe user became associated with insecurity, a lack of charm, and desperate overtones. This led to the perception that men using Axe were attempting to manipulate women’s choices.
The Turning Point – A Rebranded Axe
In 2016, the brand underwent a significant transformation with the “Find Your Magic” campaign. This initiative aimed to redefine masculinity by encouraging men to embrace their individuality, challenge societal norms, and become the most authentic and attractive versions of themselves.
The New Axe Effect – A Vision of Inclusivity
In 2021, Axe embarked on a mission to redefine its brand with the “New Axe Effect” campaign. This marked a pivotal moment for the brand, signifying a substantial departure from its objectifying past. The rebranded Axe embraced inclusivity, celebrated diversity, and promoted respect. The brand wholeheartedly committed to fostering healthy relationships and redefining the concept of masculinity.
The Axe Effect of the 2000s, with its objectification and perpetuation of stereotypes, is now firmly in the past. Axe has evolved beyond being a mere fragrance; it has become a symbol of empowerment and respect. It stands as a testament to the power of public perception and the potential for meaningful change in the advertising landscape.”
Jagged with Jasravee, the Marketing Show 
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