http://www.psfk.com Your Go-To Source For New Ideas And Inspiration Wed, 15 Feb 2012 13:30:12 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 http://www.psfk.com/2012/01/axe-creates-new-fragrance-for-women-headlines.html Mon, 09 Jan 2012 21:42:12 +0000 Unilever set to launch "Axe Anarchy" to try to gain a previously untapped market share. ]]> http://www.psfk.com/2010/11/sociology-the-fine-line-between-controversy-and-acceptability-video.html Thu, 04 Nov 2010 18:02:24 +0000 Insights and ideas from The Razorfish Client Summit 2010 featuring Russell Taylor, Global Brand Vice President of Axe.]]> http://www.psfk.com/2010/03/mobile-opportunities-challenges-psfk-talks-to-bbhs-richard-schatzberger.html Fri, 26 Mar 2010 19:06:19 +0000 Richard Schatzberger, Director of Creative Technology at BBH provides an insightful perspective into what emerging opportunities brands should keep an eye out for in the current mobile landscape. ]]> http://www.psfk.com/2009/06/unilevers-attitude-towards-mothers-daughters-compared-and-contrasted.html Wed, 03 Jun 2009 14:42:54 +0000 On one hand Unilever see mothers as mentors of their daughters – as we see here in this snap from a Dove soap website. On the other hand Unilever see mothers as sexual collaborators with their daughters and their boyfriends – as we see here in this ad from the guys at Axe. [Via Contexts] Even if the Axe ad is a fake (which we have a slight nagging feeling it is), surely it’s a reminder that it’s for Unilever to stop playing 20th century branding games and start to grow up by dumping one of these brands and reallyRead more...]]> http://www.psfk.com/2009/05/axe-to-sponsor-hamptons-night-club.html Wed, 27 May 2009 15:59:54 +0000 Axe, makers of sprays and body wash aimed at men ages 17-24 internationally, will be embarking this summer on a questionable new project- creating a season-long Axe themed nightclub inside the Hampton’s New York club Dune. The club will feature Axe products in the restrooms, Axe themed drinks, and what a PR rep for the company described as “subtle branding” on the DJ Booth, menu, and valet tickets. When asked why Axe is taking on such a chancy endeavour (their main demographic has been hit the hardest by the recession, and it’s been remarked that many are unable to visitRead more...]]>