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Axe, Old Spice Ads Promote Personal Hygiene Among Young Teen And Tween Boys

October 7, 2010: 01:05 AM EST

Male hygiene brands Axe (Unilever) and Old Spice (Procter & Gamble) have launched marketing campaigns that may have accidentally promoted the importance of personal cleanliness among teen and tween boys aged 11-14 years. The ads use humor, hyperbole, and even some silliness to drive home their message to a target audience that is more concerned with issues related to their masculinity and does not consider hygiene a major priority. While the campaigns might have inadvertently met success – they were actually targeting college-age and twenty-something males – it illustrates the importance of the teens and tweens group whose members, according to marketing research firm YouthBeat, play the most important role when families purchase clothes, shoes, and deodorants.

Amy Henry, "Axe, Old Spice Make It Cool To Be Clean", MediaPost, October 07, 2010, © MediaPost Communications
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