Racy Approach Brings Axe Full Control Sweet Victory in Latin America [VIDEO]
Thanks to ‘Premature Perspiration’ Campaign, Sales of Unilever Product Rose 11.7%
Known for provocative advertising that portrays Axe as a brand that makes young men irresistible to young women, Unilever took an even more outrageous approach than usual for the Latin American launch of its Full Control antiperspirant line, with a campaign called “Premature Perspiration.”
“We took a key topic that is related to men’s virility and extrapolated it to armpits,” said Hernan Ponce, CEO of Ponce, Buenos Aires, whose agency and its forerunner Vegaolmosponce have done international work for Axe since 1999.
The “Premature Perspiration” campaign explores the idea that a young man excited by the presence of a young woman risks losing his self-confidence due to sudden heavy sweating, in a thinly veiled allusion to another problem of concern to men. In spots, embarrassing underarm rings quickly appear when young men are exposed to innocently provocative situations, such as a girl eating an ice cream bar or pulling lingerie out of the dryer at the laundromat.
Read the entire article at Ad Age.