The key message was seduction – drive women crazy with Axe. Each connection point, ad format and message was carefully planned to exactly fit the mind set of our guy at each potential “seduction” moment. This lead to novel formats, for example: statues on metro platforms (with women chasing an Axe guy), gorgeous Axe girls photo section, playing cards in mens style magazines, as well as Axe girls dancing in top Czech clubs.

Measured attributes - brand awareness and key image attributes all exceeded expectations. Spontaneous brand awareness doubled in size over the first two months of activity. Most importantly, Axe moved from last to the second best selling brand in deodorant sprays with one of the smallest communication budgets!