Axe (or Lynx as it’s known as here in the UK) are normally known for going for the mainstream audience when they’re not targeting sports fans. Recently, in the UK, they’d had to cope with a series of complaints that claimed their ads were too sexy for prime-time or were sexist.
Axe Anarchy: The Graphic Novel is something new. For a start, I detect a change in the demographic the campaign is targeting. I’m not going to say they’re after geeks with this because I think they’re after geeks as well as mainstream. Graphic novels, thanks to all these successful movies, are now much more pop culture.
The campaign is also interesting because it looks like a social media success from the start. It’s going to be an ad campaign where taking part could get you added to the graphic novel. The novel itself will be drawn as the campaign involves. The crowd, the Axe fans, get to tell the story.
The best place to follow the campaign is the YouTube.com/axe account. It doesn’t start for a few days, though. Let’s see how they portray the girls. Will they get it right?
