“HIZLI ARAMA İÇİN ETİKETLER”

AXE “SUSAN GLENN”

Axe erkeğine sunulan kız figürü, alışılagelenin dışında karakterize edilmiş. Susan Glenn, seksi bir ponponcu (cheerleader) kız değil; okulun sofistike, duru, ulaşılmaz kızı. Kampanya, bu sefer farklı bir erkek kitlesine hitap ediyor. “Pişmanlıklara yer vermemek için Axe kullan, kendine güven.” mesajını veriyor.

Axe has gone with a surprising characterisation twist in their new ad campaign: Don’t fear Susan Glenn. Susan Glenn is not your typical sex icon, the Axe cheerleader stereotype. She is that sophisticated beauty on campus, the girl to have always made you feel uneasy with her tethering charm. Axe is calling out to your withdrawn youth, reminding you of the times you wish you had taken action. “If I could do it again, I’d do it differently.”

Haber: Esin Ünlü

Founder of Elma+Alt+Shift, Creative Director at Happy People Project, Blogger, Painter