"When she sweats it's hot, when you sweat, it stinks."

Old Spice's tagline says it all: "When she sweats it's hot, when you sweat, it stinks." But Old Spice's measly $10 million sales, and even Tag's $21 million, are no competition for Axe's impressive $71 million. The international Clio Awards named Axe its Advertiser of the Year in 2006, probably because the sales have skyrocketed in such a small amount of time. But why is this? What makes Axe so popular?

Axe's recent marketing approach proved to be the smartest move they could've ever made. Introduced to televisions everywhere in March of 2007, the phrase "Bom Chicka Wah Wah" rapidly became a popular catchphrase used in teenage conversations all across the nation. The popularity of Axe's new campaign can be attributed to the source of the catchprase. According to UrbanDictionary.com, this onimonapia is supposed to stand for guitar "Porn-riff" from the 1970s. Pairing nicely with the overwhelmingly sexual feel of Axe's commericals, "Bom Chicka Wah Wah" is proving to be a very successful marketing technique. A spokesman representing Axe says that the purpose of the new campaign was "to subvert the language of lust by creating a phrase that would become synonymous, not only with improved fragrances, but also irresistible physical attraction."

The names of Axe's different scents support the campagin that is centered around the teenage male and his "mojo". Names such as Touch, Essence, and Vice (which "turns nice girls naughty"), Axe must be doing something right. The overload of sexual messages continue onto the internet, where commericals are posted by the dozen on YouTube and where, upon visiting the website, one will encounter such messages: "Science shows that Axe's improved fragrance acts upon the female libido and stimulates the clothing-removal section of the female brain. Which means you can fulfill more of your manly desires. One application of the new improved axe and you'll smell like a hunk of man candy all day long. Which is good, because babes like man candy. Lots."

The trend in fragranced body sprays is, really, the best thing that could ever have happened to the youth of America. Before Axe, a high school would reak with the smell of gross boy body odor, now, schools just smell like Axe. So, in this situation, everyone wins: Axe is making a ton of money, high schools smell better, and, hey, maybe teenage guys really are getting hot chicks.

But, probably not.

JFK was an Abercrombie and Fitch fan?

Can you tell what this picture advertises? If it were in a magazine, would you know what it was for? I bet you do recognize it. But why? This model is not wearing any clothes!
This is what many, many people are wondering about the advertising methods of Abercrombie and Fitch.

Since its start in 1892, Abercrombie and Fitch Co. has worked its way up to being a household name, recognizable all over the nation. But many are not aware of what A&F originally was: a retail store for the sporting expeditions of New York's elite. Katharine Hepburn, JFK, Charles Lindbergh, and Clark Gable were all frequent shoppers at Abercrombie & Fitch. It is even believed that the gun Ernest Hemingway used to commit suicide was bought at A&F. Up until 1988, A&F was an honest company just trying to sell some sporting equipment. But then things changed.

In 1988, The Limited Inc. bought A&F, determined to revive the sales. CEO Mike Jefferies completely changed the feel of Abercrombie and Fitch over the next decade; marketing the store towards teens and young adults. Branching out to abercrombie kids, Hollister Co., and RUEHL 925, Abercrombie and Fitch has broadened its horizons to encompass anyone between the ages of seven and mid-thirties.

But the recent controversy has nothing to do with Abercrombie and Fitch's history. In 1993, a new campaign was launched in hopes of creating a more successful company. Suddenly, A&F's shopping bags, billboards, and even magazines featured attractive, half-naked young adults in sexually suggestive positions. Sales skyrocketed.

Advertised as "humor tees", A&F sells shirts that say "my lucky number is 3, bring a friend", "sotally tober", "awkward mornings beat boring nights" and "who needs a brain when you have these?". Slogans such as these are bought up by the dozen in hopes of making a teen more popular. Billboards and magazines are extremely risque and seem to feature more skin than fabric. So, how are pictures of naked people annually selling a record breaking number of teenage apparall?

A recent survey showed that 32% of consumers are more likely to buy a product if it is sensually endorsed. Experts believe this to be so because it is human nature to be desired. Companies are playing genius when they advertise a product in conjuction with sex or affection. So consumers are falling into the trap of buying a product in hopes that it will increase their attractiveness.

If you were to walk into any Abercrombie & Fitch owned company, here is what would be encountered: young, attractive employees (mostly Caucasian), loud music, dim lights, overwhelming cologne, insane prices, and, if you're lucky, half naked live-models that you can take pictures with. A&F certanly isn't going anywhere, but who knows, maybe soon you'll have to be over 18 to buy their magazine.

May Cause Confidence...

Pimples. Blackheads. Zits. Blemishes. These words are not usually associated with sexuality. Clearasil's genius new marketing endeavours certainly prove this traditional mentality to be incorrect.

There are hundreds of skin care products available for teenagers today. From Neutrogena to ProActive, a teenage girl or boy has the option of choosing whichever product provides the best results. But with the recent launch of a new advertising campaign, Clearasil seems to be gaining an advantage over other products.

Catchy slogan, "May Cause Confidence", portrays the idea that using Clearasil gives teenagers the confidence to burst out in random bits of sexual innuendos. In one commercial, a girl and her assumed boyfriend are sitting together on a couch, separated by her mother, who is showing the boyfriend baby pictures of the daughter. The girl's mother then shows the boy a picture of the girl when she was young, naked in the tub. In a seductive voice, the girl then says, "You should see me now."

The media attention that this campaign is receiving has certainly proven profitable for Clearasil. With sales up 3.8% and much anticipated continued successes, sexually related advertisements are the most beneficial for products aimed at younger buyers.

Despite the economic praise Clearasil has been given, the company has certainly been bombarded with antagonizing criticisms. Hundreds of overprotective parents have mailed in complaints, claiming the commercials inappropriate for teen viewers. While these parents may very well have only the best of intentions, it's time they realize that this generation of teens is growing up at a faster pace than ones before. Now, more than ever, teenagers are acuratly able to distinguish between reality and make believe. If anything, these commercials are more understood by teenagers than by their parents.

Wether you agree or disagree with the ethics behind Clearasil's campaign, the numbers demonstrate that it is (and will mostly likely continue to be) nothing but monetarilly advantageous. And who knows, the product really may cause confidence.