Thursday, February 25, 2010
Men all you need is Axe Twist? Axe uses Crowdsourcing
From AdAge, "Women get bored easily," notes a version of the ad for Axe sibling Lynx in the U.K., which touts a "fragrance that changes."" The Unilever brand joined with London-based Face Co-Creation to recruit 25 college-age consumers to develop a fragrance that shows the Axe man can be complex -- and evolve literally over time."
The ad was created by "crowdsourcing." The men worked together for a week in 2008 in New York. They came up with the product idea, the actual product name and the basic ad concept. Five women also made up part of the group.