The purpose of this study was to analyze consumer perceptions of three body washes and how these perceptions affected and were affected by print advertisements for those brands. The three brands considered in this study were Axe, Old Spice and Zest. Based on brand index scores, Zest was the most positively perceived brand, followed by Old Spice and Axe. In general, there did not appear to be a very strong relationship between how the respondent perceived the brand and the impact the ads they viewed had on their purchase intentions.