That old saying about imitation is the sincerest form of flattery is clearly taken to the next level here. In an effort to play catch up to category leader Axe (a Unilever brand), Tag (a Gillette brand) is literally taking a page from the Axe marketing playbook. Of course, I am talking about the body spray category, one of only segments to show substantial growth over the past two years within men's personal care and grooming. The Tag spot plays on the same equities that Axe has been doing for the last two years: pretty girls, sex and games. In Tag spot there are pretty girls, a game of strip poker and major sexual undertones (in case you didn't get it when I said strip poker, not just poker). Well, if that adage holds true, then this is not just flattery, but out right lust on Tag's part. Note to my friends at Gillette: Try to at least differentiate your brand next time around because the current equity will only make the target audience think of Axe, not Tag.
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