AXE Calls Indonesian Customers to «Smell Sweet, Not Sweaty»

AXE body spay is launching another bold campaign in Asia, which is totally in line with all previous marketing moves of this brand.

The campaign taglined «Sweet Smell Not Sweaty» is slated to start in Indonesia and afterwards spread over Asian region. This is a multi-faceted campaign comprising print, web, and outdoor advertising. Moreover, to appeal better to a young audience of the product, the brand has launched an advergame on Facebook entitled ‘Sweet Moves’. However, the central piece of the campaign is a videospot dubbed ‘Jumpman’ (see below).

The agency behind the campaign is BBH Asia. The movie is produced by Lime Production. TV-spot producer is Luis Gerard.

Just like any other campaign launched by AXE, the current one bears bold male-friendly message, but is not without humor. Back in 2010, the Unilever-owned brand launched a digital campaign to promote Axe body soap in Japan featuring several mockumentaries about the last “SUNSUKE (Bathhouse attendant)” in Japan, as well as interactive movie about “AXE Shower Navi”(attractive young girls washing a male body with help of cutting-edge equipment in the futuristic and minimalistic outfits).