Does Sex Still Sell? The Axe Campaign Strategy – Larissa Riquelme

AXE, a company known for their sexy advertising campaigns, has done it again with their latest unconventional marketing campaign.  The principal challenge was to stand out during the World Cup 2010 Season with a very low budget. The objective was to create free press by highlighting the brand and making it possible to reach everybody’s attention. The strategy was to fuse both things men love the most: Soccer and Women. So Axe created the “sexiest billboard” to appeal to men. Axe got amazing results, as they were able to get everybody’s attention on the brand, generating millions and millions of dollars in free press.

What are your thoughts on this campaign? Let us know by commenting below!
Advertising Agency: Biedermann McCann, Asunción, Paraguay
Executive Creative Director: Federico Perie
Creative Directors: Oscar Vera, Marcos Valdez, Ale Rebull
Art Director: Ale Rebull
Copywriter: Oscar Vera
Published: June 2010

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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