In 2006, Axe Body spray blew up with with a series of controversial sexy commercials geared towards young males that lead 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 1 specific celeb.
Dap signed Allen Iverson, the 76er in his final year with the franchise, to a 3 year deal and Barelle CEO, Frank Barone, said,
“The Dap brand is built upon respect, recognition, and loyalty. 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.”
Unfortunetly 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 of stuck with the warrior side.