I’m not even going to pretend to justify this one.
Thanks to MMO Champion pimping Premonition and Paragon merging into one US guild, something that holds no interest for me whatsoever, I read down to the bottom of their announcement.
I did this because it was on MMO Champion, you understand, not because the topic held any interest for me.
They could be sharing information about airline travel discounts to the Bahamas, and I’d still read it if it were on the front page. I think I ought to get a shirt made that reads, “I’m Boubouille’s Bitch”.
At any rate, at the bottom of the announcement, there was this little blurb, accompanied by a banner ad;
NEW YORK (01 Apr 2010) AXE is giving a big boost to guys that feel the need to RAID! The iconic leader in men’s care, in partnership with Blizzard, launched the brand’s new product line: AXE Sunwell – Get Energized! Studies conducted about gamers concluded that this segment was completely untapped by any grooming products. The Sunwell line is targeted for appearance-conscious gamers that understand the social aspect of gaming. AXE products will now ensure that you stay uniquely fresh even during 24-hour raiding sessions and LAN-parties.
Axe brand body spray, or whatever the hell it is.
I can’t believe it.
I’ve been a simple Right Guard kinda guy for years. My big daring breakthrough was when I switched from cake style to gel for my underarm smell-nullifying needs.
But this. This is a company that makes products that have absolutely no relevance to geeks or gaming or computers or technology, a company that routinely makes ads that insinuate that if you use their products, strange women will cream themselves just from standing close to you in an elevator.
And now they’re targeting ME, directly.
Am I going to buy it?
HELL YES I’M GOING TO BUY IT!
I’ll buy it for no other reason than to reward a company that wants to target me as a market.
Good lord, please let this test case succeed, and inspire other companies to pimp for us.
I want to see the marketing floodgates open, and I want to see the new range of commericals pour forth, as products that have no connection to gaming are forced to reimagine themselves to sell to ME.
The car commercials were a good start, but I don’t go out and buy a six pack of Toyotas.
The energy drinks didn’t go far enough towards breaking barriers, because gamers practically invented the market for them in the first place. Without geek gamers, there would never have been Jolt fan clubs (All the sugar and TWICE the caffeine), which inevitably grew into Red Bull and Monster and all the others.
No, bring on the Axe Sunwell. Bring it on, I say.
That’s right, market your stuff just for me.
Now, as long as we’re on the subject, any chance we can see a line of clothing for the ladies inspired by Warcraft? Cassie has a birthday coming up!