Axe is a brand of male grooming products, owned by Anglo Dutch company unilever who manufactures a range of products in the health and beauty, household cleaning, food and ice cream categories (Lipton as well as Ben & Jerry's in a previous assignment). Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll ons, Anti-perspirants, and shower gels. Today, Axe has rolled out a new marketing that hits harder on it sex appeal message then ever before. The brands eight body sprays have new product packaging, and enhanced fragrance, and they have ads that say they offer "Bom chicka wah wah"in every can. "Bom chicka wah wah" is pop-culture slang for a sexual encounter. The brand development director for aslxe deodorants stated after the 2002 launch that the Theme is "giving guys an edge in the mating game". TV ads at that time showed women who suddenly and suggestively blurt out "Bom chicka wah wah" to men wearing the spray. Pitching sex appeal has made axe what they are today. Axe is a major force in young men's body sprays, deodorants, and soaps. Body sprays are axe's best sellers but as sales go up so do Axe's other products. Axe targets teens and even tweens as a training fragrance to Cologne and if they can win a young man over with his spray, then he will be more likely to pick up other grooming products by the same brand; creating a halo effect. Overtime Axe has said again and again that their body spray makes men more attractive to women, whom they present as brainless and sometimes even headless objects who exist to please men. A 2013 aXe campaign deviated slightly from that message deciding to