However, the brand’s early success soon began to backfire. The problem was, the ads had worked too well in persuading the Insecure Novices and Enthusiastic Novices to buy the product. Geeks and dorks everywhere were now buying Axe by the caseload, and it was hurting the brand’s image. Eventually (in the United States, at least), to most high school and college-aged males, Axe had essentially become the brand for pathetic losers, and not surprisingly, sales took a huge hit.
—Don’t buy into the brand pitch
(Source: The Atlantic)
