The ability that each man has to attract women is 'innate'; however, some men who are not very successful in this area may have to use 'certain' aids, such as self-help books. Therefore, the fact that these men are looking for help gave birth to the idea of promoting AXE by including the only tip and secret as to how to attract a woman in an extensive book and more importantly, demonstrating the powerful effect of the AXE product.

200 Colombian men received the package attract and it created a media frenzy on TV and radio shows. During a prime-time news broadcast where one politician spoke in favour of this interesting creative proposal. On the highest rated radio show, several spontaneous comments were made about AXE as a product, as a tool to attract girls and about the book.