The solution was placing AXE as a main player on the target audience’s favourite spot: wild night parties. During 2010’s summer, the six iconic “party holiday” cities of the Spanish Mediterranean Coast (Ibiza, Malaga, Barcelona, Majorca, Alicante and Valencia) received the “AXE Boat” a luxurious yacht that had been transformed into a top-notch floating discotheque. The days before the boat’s arrival, a commando of AXE girls looked for men worthy of attending the party, making it an exclusive one-night-only party. These girls, professional models, would also attend the event. Every morning, “AXE vans” visited the city’s beaches and saw how the girls decided which 250 young men would attend the party.The event was wild, but it was more important having dozens of people at the leisure harbour trying to get an invitation and watching how the boat set sail with the 250 “worthy men”.

Not only was the boat’s arrival featured on dozens of leisure websites, but also on national news, even on a national broadcasting TV channel (Antena 3). However, the most important fact was that only 1500 people attended the parties (250 in each city, as that was the boat’s legal capacity) and on the social networks, Facebook and Twitter, more than 3000 people claimed they had been aboard. Talk about “an aspirational brand”. For all those people, and word-of-mouth, AXE had become something more than a grooming products brand. In 2011 we will visit more cities and have an AXE discotheque inland.