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Axe vs. Old Spice: Which do you prefer?

November 20, 2008

Axe has been dominating the competition for years with their infamous body sprays, which smells loom in the halls of your local middle school. Axe has become a staple in the life of teenage males, but more recently, Old Spice has made a push to grab some of the market share. Old Spice, a product of Procter & Gamble Co., has battled Axe’s hilarious television commercials, which has helped them get more notice on store shelves.

My favorite of the new Old Spice commercials features LL Cool J (Below).

Despite the impressive surge by Old Spice, Axe does not seem to be worried about the growing competition. In an article from Ad Age, Unilever Marketing Director Sam Chadha said, “We don’t spend a lot of time thinking about Old Spice.” They may not have to worry about Old Spice, but they should worry about the decline in the body spray market all together.

Ad Age said, “The last bit of data to emanate from Information Resources Inc. for the 52 weeks ended Jan. 27 shows the category plunged 23.2% to $118.2 million. Because it fell slower than the category, Axe actually gained share by falling only 12.1% to $63.9 million. Old Spice fared better by growing 1.2%, albeit to only $17 million.”

To counter this, Axe has more recently become a competitor in the greatly saturated body wash market. Axe grew 16.6% in 52 weeks, passing Old Spice, and they look to continue this growth in the future. Axe could have done this through a series of commercials, which many of have been banned, but can be found on YouTube. One of the commercials that was not banned is below.

Personally, I prefer Old Spice… Axe is a little too “Middle School/High School” for me.

What about you? Which do you prefer?

One Comment leave one →
  1. John permalink
    July 21, 2009 6:08 pm

    Personally, I like old spice more. I find men who wear it actually smell attractive, while axe doesn’t do that for me. Tag and bod are better than axe, but no where near as good as old spice.

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