Cannes Lions

AXE FRAGRANCE

LOWE BULL , Johannesburg / POND'S / 2003

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Overview

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Credits

Overview

Description

We handed out cans of AXE to guys in various shopping malls throughout the country. With the can they also received a 'Restraining Order'. They were told that on using the can of Axe, the restraining order would come in handy.

Outcome

The exercise helped to launch the ENYGMATA fragrance successfully, with first month stocks being sold out in most stores.

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