Presented by Joey Choi

Axe: Improving Relations with LGBT Consumers

Stepping in the right directionAxe advertisement, 2014 Axe Super Bowl commercial, 2016

“The Axe Effect”

“Leave a man. Come back a hero.”

“The cleaner you are, the dirtier you get”

“Find your magic.”

Why market to LGBT consumers?

LGBT consumers are under-represented and disconnected from products that are heteronormatively

marketed.

Why market to LGBT consumers? (cont’d)

• Annually, LGBT consumers spend more on deodorizers, men’s toiletries, and shaving needs than non-LGBT consumers.

REIMAGINE THE VISION FOR AXEINCLUSIVITY OF

LGBT IN ADVERTISEMENT

STRATEGIC MARKETING AND

PLACEMENT

1

Strategy to improve relations and appeal to LGBT consumers

2

3

REIMAGINE THE VISION FOR AXE1

Men attracting women

People attracted to people

VS.Inclusive to all genders and sexual orientations

Heteronormative; may dissuade LGBT consumers

REIMAGINE THE VISION FOR AXE1

Self-empowerment & Independency

Universally applied

Source: YouGov BrandIndex 2012

Axe Anarchy for Her: released in January 2012 Sole product geared towards women

Success in pursuing inclusivity

Females had better perception of Axe than men do sinceProduct release

Axe magazine advertisement, 2012

INCLUSIVITY OF LGBT IN

ADVERTISEMENT2

CONNECTION AND APPEAL TO LGBT COMMUNITY

Billboards

Magazines

Television

LGBT inclusion in media

In order for LGBT consumers to better connect with the Axe brand, Axe needs to include LGBT themes and relationships in advertisement.

INCLUSIVITY OF LGBT IN

ADVERTISEMENT2Ideas for LGBT advertisement:

• Woman uses Axe Anarchy for Her product; attracts men, goes for woman instead

• Two trans/queer people use Axe products, fall in love with each other, marry, have a baby, teenage child uses Axe on first date

• Man uses Axe products, catches the attention of both a man and a woman

Axe Super Bowl commercial, 2016

STRATEGIC MARKETING AND

PLACEMENT3

STRATEGIC MARKETING AND

PLACEMENT3

MUSIC FESTIVALSHard Summer

Coachella

Electric ZooOutside Lands

STRATEGIC MARKETING AND

PLACEMENT3

TELEVISIONE! Network

CBS

FOXABC

Super Bowl

Bibliography

http://www.brandindex.com/article/axe-launches-anarchy

http://www.forbes.com/sites/brandindex/2016/03/27/men-are-finding-the-magic-in-axes-new-campaign/#59ca142d11b7

http://www.huffingtonpost.com/entry/axe-commercial-vogue-queens_us_5697cf66e4b0778f46f85fc2

http://www.adweek.com/news/advertising-branding/ad-day-axe-gets-inclusive-remarkable-ad-thats-really-pretty-magical-168996

www.axe.us/

www.flaticon.com

Nielsen 2015 LGBT Consumer Report: http://www.nielsen.com/us/en/insights/reports/2013/state-of-the-lgbt-consumer--what-lesbian--gay--bisexual-and-tran.html