The key was to bring “the power of leather” to media. We had to generate test, impact and talkability; explore men´s senses with our piece, so our consumers could see us, touch us and smell the new fragrance. Leather became our best way to activate.We challenged each magazine to inject an intense, physical sensation into their pages: the sensation of leather. We created a sense explosion where our consumers could touch, smell and see our product, using:1. A real leather jacket on the cover, which unzipped to reveal the stunning model caressing our product.

2. Innovative fluid-sealing technology which the consumer used to sensuously “undress” both the product and the model3. An AXE sponsored photo session, in which leather became an item that appeared dramatically and elegantly in every sexy photo inside the magazine.

Axe Instinct increased its value share for the brand by 10%. Brand awareness grew from 63.08% to 69.45% (Source: RAC)Purchase intention passed from 10.68% to 15.26% (Source: RAC) We distributed 100,000 samples of deodorant in these magazines to generate the proof we needed; making these AXE variety in the men's deodorant which got more trial in 2009 accomplishing 200% more trial than any other variety launched in the market.