We developed a site where guys voted to choose the cover girl of the magazine. The young consumers were so enthusiastic that we also gave them the chance to meet the candidates personally; our candidates took the media by storm.

To further amplify this union – which was part of an integral campaign - we were present on TV, OOH, internet and fashion shows.Once the winner was chosen, we all celebrated together in a big launching event of the new “chocolatized” issue of the Playboy magazine, which sold more than 50,000 editions.

Results and Repercussions: The action achieved a significant repercussion in the press- an equivalent of a $500.000 of advertising investment.

The action was amplified to several strategic points in the city of Buenos Aires with the present of TV cameras, fashion shows, an event with celebrities for the presentation of the magazine, 500,000 Playboy copies were printed and broad coverage in the press through the main mass media. All this led to the New Axe Dark Temptation to become the number one variety and even to becoming the most sold variety in the product’s history.