Linx brand connects with the 21st Century Man
One of the most significant trends for any brand marketing to males under 30 is the blurring and fragmentation of what it means to be a man in the 21st Century. Long held stereotypes of muscular, masculine, tall dark and handsome are no longer seen as aspirational by this market. If you want to connect with the modern male, you’re going to need to get a whole lot more sophisticated in how you see them.
Men’s deodorant brand Axe (Linx here in Australia) recently released their ‘Finding your magic’ campaign. The new campaign is a very smart evolution of their very traditional Axe (Linx) Effect brand marketing. In the words of Axe; “Who needs a six pack when you have your own thing? No must-have, must-be, fashion norms or body standards. The most attractive man you can be is yourself. So find what makes you, you. Then work on it.”
This new, open and honest take on contemporary male-hood is hitting the spot with the market. The ad has already viraled 10,500,000 views on youtube (yep, that’s 10 million +) putting it into the league of the big hitters. But a more important measure of engagement is the number and sentiment of viewer comments. The clip has attracted 1,455 comments so-far with the tone ranging from supportive to downright evangelical brand love.
And whilst you brand may not have a product on the supermarket shelves of the world and a global marketing campaign to support it – does this powerful group of consumers make-up part of your market? If-so, are you selling to the 21st Century man or his no longer relevant predecessor?
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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Find Your Magic on http://www.axe.com
Download the track here: http://apple.co/1lsK089