Ads for Unilever's Axe and Gillette's Tag body sprays appeal to their target adolescent male audience by focusing on sex. The humorous spots feature men in flight from women aroused by the alluring scents.
With ratings down, Bravo's "Queer Eye" is revamping its marketing strategy to boost gay viewership. The network has struck a deal with W Hotels and its Pride365 travel package to market the show with a branded two-disc DVD set from the show's "Best of" series, a "Queer Eye" hip-tips travel guide, coupons for "Fab Five" martinis at the W bar and a recipe from Ted Allen, the show's food and wine guru.
Gillette Co.'s successful launch of its Tag body spray to the teenage male market is similar to the success of Toyota Motor's Scion model and Avon Products' Mark line. All are selling to younger consumers who don't identify with the established brand names of their parents' era.
A Chicago campaign for Unilever's Axe body spray that incorporates graffiti-style artwork is drawing fire from local hipsters who object to their idiom being used to promote consumer products. Kevin George, marketing director for the Axe brand, said, "Axe always looks for new and unique ways to reach guys 18 to 24, however we are disappointed someone would deface the mural we created in a bona fide advertising location."
The cult of the metrosexual may be losing its allure as advertisers increasingly are appealing to the politically incorrect impulses of men ages 18 to 34. Ads for Carl's Jr. and Unilever's Axe body spray are just a couple of the more obvious attempts to appeal to what some are calling, "the new maleness."
Gillette's Tag body spray is auctioning a date with Carmen Electra for one lucky male aged 15 to 20. According to the terms and conditions of the promo, an adult must conduct the actual bidding and present the date as a gift to a pre-screened minor; the funds raised will benefit the National Prostate Cancer Coalition.