These business cards needed to differentiate AXE from its competition by creating an experience that was unique to the brand.

In order to accomplish this, a great deal of trial and error was involved, requiring experimentation with different methods of distilling and applying pheromones to the cards until optimal methods for both were developed.

Seeking to break through the dull similarity of existing Unilever business cards, AXE wanted a business card for the AXE brand team that was unique and truly representative of the brand. It needed to be functional, clearly displaying their contact information, but it also had to deliver an experience that would meet people’s expectations of the AXE brand.

The AXE Effect is a widely-known response of overwhelming attraction. To extend that brand experience to include business cards, the source of their personal attraction - their pheromones – was embedded into each of their cards. To increase the card’s absorption of the pheromones, it was designed with an uncoated, circular area on the otherwise coated cardstock. An explanation for feelings of heightened attraction the recipient might feel was also included. Now when an AXE employee gives someone a card, they’re sharing more than a phone number and email address; they’re sharing an embodiment of their passion as well.

"The cards have served as a strong signal internally of how we need to live the brand every day. They have also sparked conversations and strengthen relationships with vendors and retailers." – Kyle Millar, Brand Building Manager, AXE