In 2006, Axe Body spray blew up with with a series of controversial sexy commercials geared towards young males that led to $71 million in sales that year. Coming in 2nd at only $21 million was Tag, who spent most of their advertising dollars on celebs. Then near the bottom of the food chain of body sprays was a spray called “Dap” who invested in one specific celeb: Allen Iverson.
Dap signed the guard during his final year with the 76ers to a 3 year deal.
“The Dap brand is built upon respect, recognition, and loyalty.” Barelle CEO, Frank Barone said. “Allen Iverson has few peers when it comes to those qualities. We feel extremely fortunate to have Allen on the Dap team.”
Iverson responded with,
“I am very excited to be a part of the Dap movement. I only endorse products I believe in, and I believe in this product and this brand.”
Unfortunately for both, the public didn’t respond to well the product or it’s advertising.
“Allen is typically depicted as a warrior-like figure, which he most certainly is on the court. But we wanted to show another side to him”
They should have stuck with the warrior side.