Did AXE just answer Cadbury’s question?

This Valentine’s Day, the deo brand answers Cadbury Silk OOH question ‘How far will you go for love?’

Unilever’s deo brand AXE has tactically gone cheek by jowl with Mondelez India’s Cadbury Silk OOH campaign. While the Cadbury Silk’s creative leading up to the Valentine’s Day says, ‘How far will you go for love?’, the AXE creative displayed right next to the Cadbury creative on an extended BQS says, ‘Love is just an AXE chocolate away’.

AXE has deployed this creative tactically on a few BQS media in Mumbai.

OOH has seen tactical and guerrilla advertising in the past, but they mostly featured brands from the same categories. The AXE approach is a different one.