New Axe Product Launches with a New, Steamy Tactic

By Shane Craver on September 28, 2009

A new Axe Body Spray product has launched with a unique advertising campaign taking advantage of new MMS capabilities (texting with photo and video) with millions of cell phone users across the US (AT&T finally turned on MMS for iPhones in late September).

The print campaign entices readers to text a number to
"AXE" to complete the missing pieces of a scantily-clad model.

Axe turns it up a notch by adding "after 9 p.m." as the texting time.

The ad was produced Lowe Ginko and Montevideo.

While the tactic will be sure to get attention, will it sell the product?

 
Picture by DirectDaily