Could single men sue Axe?
You had to wonder if and when this was going to happen. AdFreak’s sister blog, BrandFreak, last week reported on a weird story coming out of India, in which it was claimed that a 26-year-old man had decided to sue Unilever’s Axe deodorant (called Lynx over there) after using the product for a long time and finding himself still unable to get a girlfriend. “I’ve been using it for seven years, but no girl came to me,” he supposedly told the U.K.’s Daily Mail. Such failure, of course, is wildly at odds with the Axe ad campaign globally, which suggests ladyfolk are powerless to resist Axe-using men. The story sounded a bit too good to be true, and it turned out it was. A rep at Axe said she had determined the story was a hoax, but added: “The joke itself is very much in line with our brand tone-playful, with a wink and a nudge.” Makes you wonder where the story really came from.
