What can Axe body spray teach us about marketing

In life, we often find ourselves reaching for the “hand-me-down” thoughts, words, habits.
When I was at university, I remember my psychology professor telling us this story:

Imagine for a moment a “mental apartment,” if you will, where the mind of an average person lives.
Much of the mental furniture in this space is “hand-me-down” furniture.
It is weary with age.
Even if there was a sturdy piece of furniture or two in there, they would most likely be overrun in the clutter.
An average person is ready for some new furniture.
And what’s holding that person back? What is the missing ingredient?
The missing ingredient is a new, word-for-word set of directions.
_ _ _

A few short years ago, most young men had no idea they needed body spray.
But then along came Axe and gave young men a new step-by-step set of directions.

Unlike other deodorants on the market, from day one Axe was promoted as the whole body spray. Because of this, Axe has changed the dynamics of the whole deodorant category by suggesting to young men that they need to spray their entire bodies several times a day.

A few short years ago, most young men had no idea they needed body spray.
But then along came Axe and gave young men a new step-by-step set of directions.

My 2¢: How often do you show people how to use your product/service?

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