We helped Axe, the number one selling men’s deodorant brand, enter the high end world of men’s fine fragrance by building a new brand—Axelab—from scratch. We started by creating the scent, the name and the packaging. We then developed a fully integrated campaign built around the idea of an extra special kind of experimentation that we called “Pharmasexual Research”.

The campaign consisted of print, ooh, and online which featured real life mobile laboratories where male test subjects could donate their body to science and undergo sexy experiments. These culminated in the ultimate Pharmasexual Laboratory located at the Playboy Mansion.

In the end, Axelab opened a new market for the brand while also improving Axe’s fragrance credentials. Within the first two weeks of launch, Axelab became a number one selling retail fragrance. Late night, in-depth Pharmasexual Research experiments are still ongoing....