Nahili Samurai

Hugo versus Axe, different marketing tactics | October 8, 2007

Hugo versus Axe, different marketing tacticsHugo versus Axe, different marketing tactics

I doubt if there are any real differences between good deodorants. For me, they’re just moderately expensive and good enough.

But Axe recently has set a new “animal instinct” marketing record. The brand is marketing directly to lower instincts with a direct message: “Buy Axe and get laid”. I guess their sales rocketed overnight…

On the other hand, what if I don’t want to be treated as an animal? Maybe I’m a smart human with a strong will, who hates “animal” marketing? Then there’s another brand – Hugo. It tells “Here’s a great deodorant, use it, and decide for yourself”

Both are strong brands… The sad thing (for me) is; Axe addressed lowest instincts, and won a battle, if not war.


Posted in Innovative News


  1. i liked the point
    c, its all about ppl
    marketing is no exception..
    the story is sad,really
    its sad bcs of a more sad (probably saddest)story…
    and thats what’s happened to ppl(and their preferences)…

    Comment by hanhanan — October 8, 2007 @ 11:04 pm

  2. nice site Nahili, today i visited nahili innovation, i liked and bookmarked it, did not know you were updating it regularly.. now i know u do, which means i will visit it regularly 🙂

    [what’s with the red apple that shows in browser tab? or is it a tomato?]

    in my opinion;why axe won the battle, coz lots of ppl are stupid then, if they bought it thinking they’d really get laid. yeah, it is hard not to be one of ‘them’ … especially this century

    Comment by derman — October 15, 2007 @ 5:01 am

  3. Thanks man!

    Well, the red apple is for greeting people with “Hi! We’re fun, unofficial & smart”

    I will try to make visiting worthwhile, otherwise people will unsubscribe and stop coming. I do this to boring blogs myself.

    Thanks for visiting & Cheerz!

    Comment by Nahili — October 15, 2007 @ 3:13 pm

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