How Unilever targeted their ad campaigns for Axe Body spray:
“Unilever first analyzed the potential Axe user by breaking males down into six profiles:
- The Predator — He takes advantage of drunk girls, and lies about his job and where he lives
- Natural Talent — Athletic, smart, and confident. He doesn’t need to lie to score
- Marriage Material — Humble and respectful, he’s the sort of guy you want to bring home to Mom and Dad
- Always the Friend — He always hits that glass ceiling
- The Insecure Novice — He has absolutely no clue what he’s doing, and things get awkward fast — the geeks and nerds
- The Enthusiastic Novice — He has absolutely no clue what he’s doing, but he’s outgoing and tries valiantly anyway
Then, they determined that The Insecure Novice would be their natural target, since he needs the most help in getting women, and would be easily persuaded into buying a product that could aid the woes of nerdhood.”
How Axe Became The Top-Selling Deodorant By Targeting Nerdy Losers