Axes call me campaign in China

The axe call me campaign in Asian did very well. This was shown by the increase in revenues, market share and general responses by customers. The campaign succeeded in showing out that young men become more attractive to female after using the deodorant therefore most of them wanted to use the deodorant in order to attract many women. In the west campaigns brought out the perception that men who had use the deodorant could not be resisted. In Asia the idea of showing sexual content in public was not embraced therefore they had to modify the sexual bit while maintain the meaning intended to portray. Exchanging of phone numbers between young men and female showed that they are attracted to each other therefore using this deodorant young men would be more attractive to women. This was well accepted in the Asian community.

In china more modification was necessary both legal and social-cultural for the campaign to gain acceptance in the community. In china deodorant use is very high especially in places that are very hot like the semi-autonomous region of Hong Kong. When one applies the deodorant one smells nice and fresh hence becoming confident with themselves. Many young men use the deodorant especially the high school students who are the new target market in China. There are various types of deodorant they include, pumps, roll-ons, creams/ gels, and even body sprays which are tailored to suit both men and women. Unilever is the leading market in China with products like Rexona and Dove, and now Axe the new deodorant which is performing so well too in the market. 

This deodorant is facing competition from other products like the perfumed creams, natural fragrances, and others. It is also important to focus on the tangible attributes of a product and not its imaginative aspects only. In the case of Axe mostly the imaginative aspects of attractiveness is being focused more leaving the tangible aspects of freshness, elegance, beauty, courage and others. The tangibles attributes of a product are compared to human personality therefore customers resonates well with them and remain loyal to a product.

The Axe call me campaign in China is being faced by many challenges. First there is the need to modify the advertisement to comply with legal, social-cultural issues. Second the media of advertisement is also very important with a lot of people access to the TV, internet and mobile phones. The Chinese take online advertisement serious therefore all these media would play a crucial role in the channeling the advertisement. The content of the advisement should well selected to void censorship by the government or infringing on the Chinese culture being a conservative culture. Due to its seductive content the advertisement would not go far in China even if it surpasses the legal obstacle because of their cultural morals and values.

In china the advertisement should be reversed to men getting attracted to women and one woman only not multiple. The channels of advertisement are also very key with internet attracting the young people and TV being used by almost every person in China. The advertisement on TV should be aired when most people are at home in oder for it to be effective. The advertisement should be made to encourage fidelity and not infidelity this would promote the Chinese Values hence gain acceptability and market.

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