Take Charge, You Know What’s Best for You

Take Charge, You Know What’s Best For You (Axe #TakeCharge Campaign)

The new ad campaign for Axe would make use of the Buzz marketing strategy, primarily through social media. Core aim of the campaign would be to persuade men to make buying decisions when it comes to grooming products and create a more inclusive image around the axe brand. The positioning statement- ‘Take Charge, You Know What’s Best For You’, would motivate men to realize that it is their prerogative to take care of how they present themselves. The positioning also has an ambush marketing angle against Old Spice as Old Spice appeals to women and not men.

Modern day men are go getters. They are well informed and aware to decide what is best for them. The campaign would aim to highlight this through a series of advertisements and social media initiatives. It is rather ironic that men let women decide what grooming products suit them in this day and age when both sexes are empowered to take control in all walks of life. The campaign would encourage men to take a hard look at the times they took charge of their lives and made decisions that redefined who they are. It would also be a stimulant for men who are going through phases of dilemma and indecision to make the right call. Axe thereby would be associated with deciding or choosing what is best for them. Hence by appealing men to be proud of taking charge of their lives, Axe would become the right product that serves them best.

Tell us when you took charge?

Social media campaigns would be launched simultaneously on FB and Twitter asking men to share examples of situations from their lives when they had to rise to the occasion and take charge. Select stories can be featured as storylines in upcoming ads or can by Axe on various social media platforms. The campaign run with #AxeTakeCharge would create the right engagement with the target market and would