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When Axe launched its body spray in the U.S. in 2002, targeted toward teen-age boys, ads showcased the “Axe effect,” which made a mannequin sprayed with Axe irresistible to women. Axe’s agency, Bartle Bogle Hegarty in New York, also came up with a handy booklet and Web site preparing young men for the effect that wearing Axe would have on women. Last week, a campaign with a remarkably similar strategy appeared for Tag by Arnold in Boston.
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