Axe Guerrilla Campaign



Scanning through guerrilla marketing campaigns online I came across this absolute gem. Axe/Lynx just have their tone absolutely down across their entire communications mix – funny, irreverent and knowingly over the top enough to belie a touch of self-deprecation that goes a long way to humanise the brand. That’s the true genius of Lynx to me, that they know that they peddle average crap (albeit nicely packaged crap) that hasn’t got a snowball’s chance in hell of getting you laid, know that everyone else knows it too, and yet manage to twist this into a real selling point through their humour – this is aspirational advertising for the guy who could get the girl, if only he wasn’t so damn lazy…


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