Comments on: Axe and the Bom Chic A Wah Wah http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html Straight Talk on Advertising from the Client Side Thu, 24 Jul 2008 18:28:23 +0000 http://wordpress.org/?v=2.0.4 by: Parker Lee http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-97053 Sun, 06 Apr 2008 00:43:41 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-97053 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-96155 Sat, 29 Mar 2008 22:44:50 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-96155 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-43715 Tue, 19 Jun 2007 15:10:31 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-43715 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-43406 Sun, 17 Jun 2007 14:38:11 +0000 http://www.thirdwayblog.com/axe/axe-and-the-bom-chic-a-wah-wah.html#comment-43406 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?

]]>