Axe

Branding and Sales Solution

Brandcenter Sprint Winner

The Background: The new “Axe Effect” promises teen boys spray-on confidence with undeniable powers of attraction.

Create hype to get guys excited about purchasing cans of Axe.

The Realization: Teen guys have the guts to do just about anything to get a reaction out of their friends.

THE STRATEGY

Align Axe with teenage guys’ strongest source of confidence: their friends.

The Idea: Axe hosts of confidence-building dares through purchase of their cans for a chance to win exclusive prizes.

The Ask

The Problem: Inner confidence is the foundation of attraction, however teen guys are notoriously self-conscious.

The Opportunity: To form their identities, young guys need a safe outlet to try new things without fear of breaking the status quo.

The Campaign:

SMELLS LIKE A DARE.

Building confidence to be yourself is worth the risk of putting yourself out there. And Axe is proving that.

The Experience

The Pitch

Step 3- Reap your reward. Dares and smaller prizes are rotated & awarded frequently, while a new Big One is up for grabs each month. The prizes allow AXE to insert itself into subcultures and build authentic social credibility.

Finally, we’re bringing the hype home by partnering with popular daredevil YouTubers to get our target audience excited about their own challenge opportunities.