The new fragrance Axe Click was launched in Q1 2006. The campaign surrounding the launch aims to reconnect the brand with young guys and to create a social phenomenon, around ‘Clicking’. Young guys want to click with girls, be it a look, wink or a kiss, and these ‘clicks’ give them something to brag about. The campaign will provoke guys to keep score of their ‘clicks’ via a physical ‘Clicker’, which Axe are offering throughout Europe.

The campaign should appeal to their natural sense of competition and make every lad want to get a ‘Clicker’ and start clicking.