The agency suggested that a joint venture with Playboy Magazine was included in the integral campaign thought out for Axe Dark Temptation. Why did we choose Playboy? Because it is a seduction Icon, one of the 5 top valued brands in the world, a guarantee of the sexiest women photographed in the most attractive settings, interviewed by renowned professionals, with 53% of their readers between the ages of 18 and 35. All these qualities made it a perfect match for the Axe target. The agency’s proposal was to transfer the Axe fragrance’s effect to the magazine, to “chocolate coat” this special edition.

It was the first time in Playboy history that an intervention on their logo would be allowed. Because of that, the final result needed to be impeccable. We decided to “chocolate coat” the Playboy bunny (worldwide famous iso) by biting off one of its ears. With this detail, Playboy went on being recognizable, adding all the imagery proposed by the fragrance.

The Playboy – Axe Dark Temptation action got amplified en several strategic points in Buenos Aires: presence in runway shows, a presentation of the special edition in an exclusive event with celebrities, 50.000 issue print run of the magazine and wide press coverage in the main mass media.

Axe Dark Temptation quickly became the number one and most sold variety in history, with a record participation in the mix.