Mitchum is a new line of deodorant brought to you by Revlon, and I’ve been seeing their ads on subways in the past few months. I’m sure you’ll be seeing the ads soon, and if not, it’s on their website (link below). I thought the ads look awful and the packaging of the deodorant had me thinking they were selling cigarettes. Then today I went on their site,

http://www.mitchumman.com/

And it dawned on me: these guys are trying to be funny! Take a look at the Man-O-Log section and it’s a store that sells tube-socks, green karate belt, etc. There’s even a “Tests of Manhood” game. Now it makes sense. I think Mitchum is trying to sell to the older post-college guys who are not married with kids yet.
Axe has the younger market pretty good, but I don’t think some 27-year-old (such as I) would want to be caught with an Axe deodorant. Axe is slick, but it’s too cute, and the message, or the “brand image” is a bit too, well, obnoxious. It’s funny, but it’s the college frat boy funny. Mitchum, however, ain’t doing it for me. It’s funny now that I see the website, but the packaging makes it look so damn cheap. I would consider buying those tube socks though.