Comments on: Axe and the Bom Chic A Wah Wah http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html Just another WordPress site Sat, 18 Jun 2011 17:36:17 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Hair Restoration Pil http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1951 Hair Restoration Pil Sat, 18 Jun 2011 03:55:09 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1951 Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker. Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It's very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

]]> By: StephanieInCA http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1165 StephanieInCA Sat, 08 Nov 2008 12:35:33 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1165 Hi David, would love to see you review Axe's latest offering/campaign, Axe Dark Temptation, which at least to me, has some rather odd and unsettling racial and sexual overtones. Take a look: <a href="http://urbzen.com/2008/10/23/once-you-go-axe-you-never-go-back/" rel="nofollow">http://urbzen.com/2008/10/23/once-you-go-axe-you-...</a> Hi David, would love to see you review Axe's latest offering/campaign, Axe Dark Temptation, which at least to me, has some rather odd and unsettling racial and sexual overtones. Take a look: http://urbzen.com/2008/10/23/once-you-go-axe-you-…

]]> By: Parker Lee http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1164 Parker Lee Sat, 05 Apr 2008 18:43:41 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1164 I love axe so much. I never knew there was an Axe Africa. I have Axe Kilo, Touch, two cans of Pheonex, Vice shower gel, Vice Bodyspray, Orion, Pulse shower gel, Boost Shower gel, Snake Peel Shower gel, Re-Load Shower gel, Tsunami Bodyspray, and Clix bodyspray. Girls at my school chase me down and start hugging me! I'm serious. Anyway, I really LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLOOOOOOOOOOOOOOOOOOVVVVVVVVVVVVVVVVVVVVVVEEEEEEEEEEEEEEE Axe!!!!!!!!!!!! I love axe so much. I never knew there was an Axe Africa. I have Axe Kilo, Touch, two cans of Pheonex, Vice shower gel, Vice Bodyspray, Orion, Pulse shower gel, Boost Shower gel, Snake Peel Shower gel, Re-Load Shower gel, Tsunami Bodyspray, and Clix bodyspray. Girls at my school chase me down and start hugging me! I'm serious. Anyway, I really LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLOOOOOOOOOOOOOOOOOOVVVVVVVVVVVVVVVVVVVVVVEEEEEEEEEEEEEEE Axe!!!!!!!!!!!!

]]> By: autumn http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1163 autumn Sat, 29 Mar 2008 16:44:50 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1163 i am a girl and i love your axe-spray i bought it at walgreen for 2.00$ i like it so much you should make a girls line of axe. i loooooooooovvvveeeeeeeee it !!!! i am a girl and i love your axe-spray i bought it at walgreen for 2.00$
i like it so much you should make a girls line of axe.

i loooooooooovvvveeeeeeeee it !!!!

]]> By: david http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1162 david Tue, 19 Jun 2007 09:10:31 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1162 Hi Jay, You should post the link to the article you reference. From a brand strategy perspective, I agree that the subjective value of the "bom chic a wah wah" and whether it is funny to adults (and I'm assuming you are also an adult) is not the relevant question. Whether this campaign actually sells Axe is the question. The YouTube evidence is helpful (by the way, I am assuming you added all of the YouTube versions of the commercial from around the world together to get to your number, correct? The highest single view count is a few hundred thousand) but not conclusive. Of course if you have some relationship to the brand or its PR agency which you did not disclose you could let us know how Axe sales are trending. David Hi Jay,

You should post the link to the article you reference.

From a brand strategy perspective, I agree that the subjective value of the "bom chic a wah wah" and whether it is funny to adults (and I'm assuming you are also an adult) is not the relevant question. Whether this campaign actually sells Axe is the question.

The YouTube evidence is helpful (by the way, I am assuming you added all of the YouTube versions of the commercial from around the world together to get to your number, correct? The highest single view count is a few hundred thousand) but not conclusive.

Of course if you have some relationship to the brand or its PR agency which you did not disclose you could let us know how Axe sales are trending.

David

]]> By: Jay C http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1161 Jay C Sun, 17 Jun 2007 08:38:11 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-1161 I just read a great article about this campaign, and I will have to respectfully disagree with you. I think the campaign is brilliant. Your commentary about this brand is one of the largest, most typical problems brand managers run into: it's more about your own personal taste, rather than a subjective view of branding/advertising and entertainment value used to sell the specific product. Ie; what's right for the brand vs. what you, yourself, like. You are right that you are not in the target, and so obviously don't understand the humor. But you are wrong on how it has been received. The target have found it thoroughly compelling. So far, the campaign seems to have been hugely successful, with over 2 million hits on youtube, and hundreds of user-generated versions of the spot being imitated. So why would the brand listen to you on what they should be running, rather than to the millions of people actually in their target? I just read a great article about this campaign, and I will have to respectfully disagree with you. I think the campaign is brilliant. Your commentary about this brand is one of the largest, most typical problems brand managers run into: it's more about your own personal taste, rather than a subjective view of branding/advertising and entertainment value used to sell the specific product. Ie; what's right for the brand vs. what you, yourself, like.

You are right that you are not in the target, and so obviously don't understand the humor.
But you are wrong on how it has been received. The target have found it thoroughly compelling.

So far, the campaign seems to have been hugely successful, with over 2 million hits on youtube, and hundreds of user-generated versions of the spot being imitated.

So why would the brand listen to you on what they should be running, rather than to the millions of people actually in their target?

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