AXE EFFECT - LIVE CHOCOLATE,DREAM CHOCOLATE, SMELL CHOCOLATE

When it comes to chocolate, you would think a major brand like Hershey’s product portfolio. But this time Axe came out with chocolate image to attract youth segment which it perceives to be the greatest revenue potential in the future.

Axe, is a brand of male grooming products, owned by Anglo - Dutch company Unilever ,who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories. Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels.Not too long ago, we talked about Axe’s new Axe Day/ Axe Night ad .

As you probably know, Axe campaigns are famous for showing how weak women become with a man wearing Axe.Well, Axe has decided to try out another approach with its new chocolate man. This time it seems Axe is aiming at the "nice guy." No more sensual lighting or women ripping their clothes off. This time Axe has created an ubber delicious looking man, and we see women clamoring to get a piece of him (or his chocolate face and arm). He seems like a do-gooder thanks to the cute music, the chocolate sprinkles he puts on some ice cream cones, and the box of chocolate fingers he takes with him to the hospital. Ultimately, his goofy, guy next door wave lost him his arm, which can’t help but touch the good girls’ hearts. Is it safe to say, as Axe does, that women want him and men want to be him?

Enough is enough, right? You want to see this chocolate man in action, don’t you? Here you go:You might be wondering what the connection is between Axe body products for men and chocolate. And right you are! Specifically, the ad is for Axe’s Dark Temptation body spray, which is meant to give men a sophisticated chocolate aroma. The message to men is that with Axe Dark Temptation body spray they can become as irresistible as chocolate. Axe has also created a Dark Temptation website where visitors can download icons, see the chocolate man ad, play the Dark Temptation online game (available in English and Spanish), and enter the Dark Temptation sweepstakes.

VIRAL MARKETING STRATEGY OF UNILEVER

A week ago or so, São Paulo, the biggest city in South America stopped to watch 40 hot girls only on their underwear. The women were provocatively eating hands and feet shaped chocolate bars at the windows of buildings located on the main areas of São Paulo. No need to say the people passing by got astonished and shot pictures and videos– some of them you can check out on YouTube.The story spread fast through the Brazilian blogosphere and won press coverage in the main local media.

The happening is said to be the first great viral marketing strategy in Brazil this year. It pointed on Google Maps where the hot ladies were standing and linked the girls' profiles on Orkut, the most popular social network in Brazil.The mystery created a big buzz and in less than 24 hours bloggers found out the connection between the event and Axe dark Temptation chocolate man.