We see a guy of about 18 at his home, taking a shower with a pink soap. He then goes out and we see him driving a truck with a church attached to it around the city trying to marry all the girls he meets but all of them run away from him.He returns home disappointed and, while he is taking a shower, he realises that the women’s soap he is using made him think like a woman.

For the first stage, we based all our communication on the “Woman’s soap makes you think like a woman”. We needed to catch their attention and we developed different executions were we showed in a funny and ironic way how using a woman’s soap can affect you.The second stage showed how having a shower is different now that Axe launched a Shower Gel for men. This stage showed how sexy taking a shower has become.

The campaign showed excellent results:20% sales volume over the estimated in the first three months after launching.Fast client incorporation: +70% in 5 weeks.More than 80% of the clients purchased the product again in the first months.