"The Wetmeter of AXE” is launched! We recreated a date scene with Kathy Eusse, the hottest super model in Colombia. Our consumers arriving to her house to pick her up for the biggest date of their lives. Kathy opens the door of her house and invites them to come inside during the longest 30 seconds of their lives, She will do everything to seduce them with the sole purpose to make them sweat! Off course, the sweat starts to appear on the consumers supposed t-shirt and the only way to control it, is by clicking their mouse as fast as they can to release the power of AXE and keep their shirts as dry as possible. This simple, but challenging game would drive users to invite friends through social networks to compete, and see who could demonstrate to have more control.

In only one week, more than 11 thousand young Colombian men from our target were engaged with the on-line game. They are spending an average of 2 minutes playing with the new AXE variant.

So far, we have increased our Facebook community by 20%.

And the best of all, the winner is yet to be found.

If you think you have the control needed to pick up a girl …. Don´t miss www.soho.com.co/mojometroaxe/, you can still be the lucky guy that goes on an actual romantic date with Kathy !!!