The campaign vehicle was the Axe clicker – a device made famous by Ben Affleck in the commercial and that become the must have accessory of spring 2006. The clicker was used across all channels and proved to be a very versatile piece of ambient media.

Initial sales figures show that Axe Click is likely to be the most successful new fragrance launch ever. Over 3 million clickers are in circulation across Europe and they are now changing hands on ebay for over £20. A definition of ‘clicking’ has also made it onto wikipedia.