{"id":11910,"date":"2016-01-26T15:40:24","date_gmt":"2016-01-26T15:40:24","guid":{"rendered":"https:\/\/www.retaildetail.be\/schoonheid-verzorging\/axe-makes-u-turn\/"},"modified":"2016-01-26T15:40:24","modified_gmt":"2016-01-26T15:40:24","slug":"axe-makes-u-turn","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/axe-makes-u-turn\/","title":{"rendered":"Axe neemt bocht van 180\u00b0"},"content":{"rendered":"<p><strong>Axe<\/strong>, het succesvolle mannencosmeticamerk van <strong>Unilever<\/strong>, gaat voor een nieuwe marketingaanpak. Gedaan met de macho-clich\u00e9s, voortaan omarmt het merk de meest diverse vormen van mannelijkheid. De reacties op social media zijn overweldigend.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Zelfvertrouwen opbouwen<\/h2>\n<p>Jarenlang speelde Axe in z\u2019n reclamecampagnes met typisch mannelijke stereotypen. Het deed dat met een vette knipoog, dat wel, maar niet altijd even subtiel. Nu slaat het merk een andere weg in. De nieuwe campagne met als thema \u201cFind your magic\u201d wil mannen helpen zelfvertrouwen op te bouwen.\u00a0<\/p>\n<p>\nHet is haast onmogelijk om daarbij niet de link te leggen met wat <strong>Dove<\/strong>, ook van Unilever, al jaren doet voor vrouwen met het thema \u201cechte schoonheid\u201d. Net als Dove verwijst Axe in de spot (<em>zie onderaan deze pagina<\/em>) immers naar de weinig realistische lichaamsidealen waaraan ook mannen menen te moeten voldoen \u2013 de fameuze sixpack bijvoorbeeld. Die heb je niet nodig wanneer je jezelf bent, luidt de boodschap.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>\u201cEen tijd van verandering\u201d<\/h2>\n<p>\u201cWe tonen nu een zeer breed spectrum van mannelijkheid\u201d, verklaart senior marketing director Matthew McCarthy van Axe aan het marketingblad AdAge. \u201cMannen, en zeker jonge mannen, noemen de oude archetypes bullshit en willen niet beperkt of gedefinieerd worden door wat het betekende om een man te zijn in voorbije generaties. Dit is een tijd van verandering voor mannen, vol nieuwe kansen.\u201d<\/p>\n<p>\nIn de internationale pers en op social media is de respons in elk geval overweldigend \u2013 en uitgesproken positief. \u201cEindelijk een mannelijke cosmeticaspot die de waarheid zegt\u201d, luidt het, en \u201cAxe wordt volwassen\u201d. De spot ging meteen viraal.\u00a0<\/p>\n<p>\nIntussen is Axe ook <a href=\"https:\/\/www.youtube.com\/playlist?list=PLDYVec6pytXv622g-agslTcOyR1PIfQLd\" target=\"_blank\" rel=\"noopener\">begonnen met een zogenaamd \u201cInstagroom\u201d-kanaal<\/a> op YouTube, met korte, informatieve \u201cHow to\u201d-video\u2019s in dezelfde sfeer. De nieuwe positionering krijgt een wereldwijde uitrol, maar concrete details over de plannen van Axe in de Benelux kon Unilever nog niet geven. Meer informatie daarover volgt later. \u00a0<\/p>\n<p>\u00a0<\/p>\n<p><a href=\"https:\/\/youtu.be\/WzTSE6kcLwY\" target=\"_blank\" rel=\"noopener\">Klik hier om de Axe-spot te bekijken.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Axe, het succesvolle mannencosmeticamerk van Unilever, gaat voor een nieuwe marketingaanpak. Gedaan met de macho-clich\u00e9s, voortaan omarmt het merk de meest diverse vormen van mannelijkheid. De reacties op social media zijn overweldigend.\u00a0 \u00a0 Zelfvertrouwen opbouwen Jarenlang speelde Axe in z\u2019n reclamecampagnes met typisch mannelijke stereotypen. Het deed dat met een vette knipoog, dat wel, maar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-11910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Axe neemt bocht van 180\u00b0 - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/axe-makes-u-turn\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Axe neemt bocht van 180\u00b0 - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Axe, het succesvolle mannencosmeticamerk van Unilever, gaat voor een nieuwe marketingaanpak. Gedaan met de macho-clich\u00e9s, voortaan omarmt het merk de meest diverse vormen van mannelijkheid. De reacties op social media zijn overweldigend.\u00a0 \u00a0 Zelfvertrouwen opbouwen Jarenlang speelde Axe in z\u2019n reclamecampagnes met typisch mannelijke stereotypen. 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