Axe Deodorant had launched this interesting print advertisement campaign to promote its product among teenagers in South Africa. The campaign apparently aims at conveying that teenagers on the verge of loosing their teens now should abandon their mundane activities and should now vie for a girlfriend to which the product is supposed to be an integral part of the process. However, another interpretation could be as they already have achieved many titles in their teens, its now time to have a girlfriend. The advertisements are showing some articles published in newspapers in section dedicated to young achievers and Axe’s ‘Get a Girlfriend’ stickers were placed on the articles.
Apparently, the strategy was to entice young teenage customers as the campaign has attempted to show both aspect, unexciting activities of teens and sense of achievement to draw their attention. The basic approach of the advertisement campaign is light and humorous and is indicative in nature, but it somewhat managed to highlight the product benefit clearly. The campaign was created by Lowebull, South Africa.
Via Twenty Four
