Health and Beauty

Oct 08

Axe chocolate scent for men advertising in Japan

Axe bodyspray Wanted poster advertisement poster Chocoman

Axe bodyspray Wanted poster advertisement poster Chocoman

Axe body spray has a new Chocolate body scent. The ads posters that I found posted in Shibuya near Tower records were designed to look like a “Wanted” poster featurning a grinning and if you ask me, a somewhat creepy face of a Chocolate boy and behind him some cleavage.

A whole wall was plastered with these posters. It is a pretty commmon practice in Japan to fill a whole wall with the same exact ad. (FYI- This practice is also done with TV commercials on occasion when they play the same exact commercial one after another. )

The copy reads as follows:
WANTED (in big bold letters)
Chocoman (in Japanese katakana チョコマン; in much smaller letters above the photo of the grinning Chocoman)
Reward undecided. (賞金変動中; With a 7 digit line of question marks lined up preceded with a Yen sign.)

Below that in smaller copy it suggests that the viewer scan a “barcode” with their mobile phone:
The first step in obtaining reward (賞金獲得の第一歩 with an arrow pointing to a Japanese cell phone scan barcode).

These mobile/cell phone barcodes are a pretty common site on a lot of advertising in Japan. It usually offers some benefits in the form of discounts, samples, and other rewards simply by scanning the code and entering you cell phone email.
The barcode itself isn’t really a barcode, but more of a square grid resembling a digital inkblot.

This ad campaign also features TV commercials which appear to be exactly the same as the one shown outside of Japan (North America, etc.) featuring a chocolate man walking around being chased and randomly bitten by females in his vicinity.