For those who are not looking for a long-term relationship or commitment to a perfume. Here’s a product for you! Unilever’s Axe just came up with a new product that is only 17 ml, or as they call it, the “pocket size,” to make it easy for the audience to try the body spray or for returning users who like to “mingle” between different fragrances. This time axe decided to give up their famous “boy meets girl” theme and focus on the new size. And that’s easy can be noticed on the zoom on the small sprayer that the man can place easily in his pocket. This a great way to focus on the ad’s objective, which is promoting the new size and how portable it can get! The guy-model in the artwork looks like he is in the age demographic from 18 to 25, to add another informative insight to the ad. The copy was written in local Arabic to reach the broadest audience out there, “small spritz for a big difference,” as on Unilever's website, the product claims that it is more concentrated. The Geo distribution was on major roads and bridges to cover the biggest audience the brand could reach. Here is a fun fact about this specific product. It’s been launched in India under the name of “Ticket size” as they were comparing its size with the cinema ticket. Axe’s campaign is in Greater Cairo, which you can get more details about, including their OOH usage and more, by visiting MOOH, a monitoring out-of-home intelligence data provider in Cairo & Dubai.
