Axe is one of my favorite examples of a product whose primary differentiation is its message. Love it or hate it, Axe's "guys, wear this, you'll get lucky" marketing approach has created new growth in what was once considered a commodity category. Unilever is now laughing all the way to the bank.
It appears from this NYT article (as blogged in Good Experience) that Old Spice is about to jump on the same sex-not-efficacy bandwagon.
May the best deodorant win.