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Axe finally figured it out: women will not come running at the slightest whiff of their body sprays, contrary to what their ads depict. Business Insider reports that the brand is repositioning their ad strategy to focus less on the product's effect on women because, as it turns out, the smell of Axe body spray does not make males instantly desirable to any woman standing within a 10-foot radius.
The evidence of the new direction is apparent in Axe's latest TV spot for its newest fragrance, "Gold Temptation," a new take on the chocolate-scented "Dark Temptation" that Axe introduced in 2008. In the original commercials for Dark Temptation, women literally ate the guy after he sprayed on the chocolate scent. In the new Gold Temptation spots, there's not a woman in sight. Instead, the ad features men showering with melted-down bits of gold and chocolate. Because that makes so much more sense.
· Axe Body Spray Isn't Selling Crazy Sex Any More [BI]
· Axe Takes on Love and War in Its Super Bowl Commercial [Racked]
· Axe Bodyspray Will Send 22 Young Boys Into Space [Racked]