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Tuesday, 10 January 2012

Axe Launches Fragrance With a Graphic Novel on YouTube

Axe Launches Fragrance With a Graphic Novel on YouTube

 This has got to be one of the best marketing strategies in the last few years.


Axe is taking a novel approach with the launch of its new fragrance line, Anarchy. The brand is introducing two scents, one for men and one for women, with a YouTube-based graphic novel that fans will help write.
Anarchy, the fragrance, will be supported by Anarchy: The Graphic Novel, which is set to go live on the brand’s YouTube Page Tuesday morning. The Unilever brand, working with digital agency Razorfish, commissioned Aspen Comics for the effort. Scott Lobdell, who wrote X-Men stories in the ’90s and is now responsible for three major DC Comics titles, will also be writing the graphic novel.
The plot will follow the exploits of the “Anarchy Girls” as they unleash chaos around the world. In an interactive twist, fans will be able to direct the characters, plot and outcome of the story.
Although sales peaked in 2007, graphic novels continue to be a popular niche, racking up $340 million in sales in 2010. However, given the stereotypically male-skewing appeal of the genre, a graphic novel is a curious choice for Axe’s new fragrance, since there are designated iterations for each sex.

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