Top South African deodorant brand, EGO, recently had a name change to AXE, bringing it in line with other countries. Axe was originally launched by Unilever in France as a perfumed body spray almost twenty years ago in 1983. It is now the number one male toiletries brand in the world and is available in over 50 countries. Last month, Axe made it’s debut in the USA and Canada.
Ethne Whitley, a spokesperson for the makers of Axe in South Africa, commented: “The name change of Ego to the global name of Axe will allow the brand to innovate faster, Consumers will be let in on lots of activities that are happening globally, and Axe is expected to bring them more than what Ego currently offers. Although the name has changed, the effect is still the same, with Axe promising to help you get the girl. The brand is still youthful, slightly irreverent and masculine, and everything the brand does is surprising, authentic and unpretentious.”
South Africa is the last country to switch to the name of Axe from Ego, though the product is still known as Lynx, in the UK, Ireland, Australia and New Zealand. After the launch in the USA with the name of Axe, Basenotes speculates that a change from Lynx to Axe is inevitable.
The changes are being promoted by a radio campaign, which started out as ‘The Ego man’s guide to getting laid’, but after complaints, the new product is promoted as ‘The Axe man’s guide to getting laid…ies’.
The name change hasn’t kept the customers away though. “It has been on shelves a few weeks already and we’ve had no confused consumers.” states Whitley.
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