Unilever’s Axe brand is extremely popular within its male target audience. Currently, Axe is available as a deodorant body spray, deodorant gel and a shower gel. It looks like Unilever (NYSE: UN) may be planning to extend the Axe brand to include a shampoo and conditioner.
Last week, The BrandWiki reported that Unilever trademarked “Axe Ready” through the U.S. Patent and Trademark Office describing it in their application as hair conditioner and shampoo. Of course, there is no word from Unilever yet whether or not they are working on a new Axe Ready product, but if they are, this sounds like a natural extension for the Axe brand. In fact, I’m sure Unilever will have a great deal of success with it if and when an Axe Ready product rolls out.
Unilever is proud of the Axe brand as you can see by the following key facts posted on the Unilever website:
- World’s most popular male grooming brand
- Excellent track record of advertising awards, including 10 Cannes Lions
- Established leaders in Europe and Latin America
- Developing strong positions in new markets, especially in the US and Latin America
- Sold as Lynx in the UK, Ireland and Australia
What do you think? I’d imagine Unilever will leverage the same kind of sexually implicit advertising they currently use for other Axe products to sell Axe Ready with similar positive sales results. In fact, I don’t think they can go wrong with this brand extension. It seems like an extremely safe way to exploit the popularity of the Axe brand name.