Axe invited several studios to design its new 2010 Limited Edition pack.

The brand planned the launch as an upgrade of the product, the response to:The continuous request for newness from the public.The unquestionable necessity of having a limited edition related to football events and South Africa.

As Axe usually does, the communication of the more evident hygienic and cosmetic benefits had to live with those referring to success, Axe Effect and “the art of conquer”, according to the brand.

We were very selective with the elements:Only AXE letters and 2010 numbers as representatives of the brand and the moment.The colours linking to South Africa.

Straight lines, reminding the football field.A new version of the logo, for the limited edition.And a light background to enhance everything else.

And we proposed a kit to help guys enjoy football and still succed: the notebook, pencil and T-shirt to follow the matches. And the deo, for the moment the match ends and guys start thinking about women again.

One of the main achievements the product got has to do with visibility. Black is usually predominant, and the white background with red, green, yellow and black letters and symbols are capturing everyone’s attention in the shelf.In addition, sales have grown more than 60% since the launch, about a month ago. And a bigger growth as the cup comes closer is expected.Besides, guys keep looking to Axe when they need guide for their relationships. Specially now, with girlfriends all around the world complaining more than ever about football.