Inspired on the campaign idea “Become irresistible for girls. Chocolatize yourself” a blitz activation was developed in partnership with a radio station.Besides simulating the target to experiment and use the product, we highlighted the brand’s attitudes and concepts and took their streets of both cities.

Beautiful promoters approached men in bars in a friendly, bold and totally staggering way, with the intention to invite them to try how using AXE chocolate fells like, so we blindfolded them and with noise reduction headphone, we had the listening to a 3 minute 3D audio recordings.To start the action, the promoters blindfolded the subjects who, with a noise reduction headphone, listened to the recordings which enabled them to fell the sensations the recordings suggested.

The total result was 145 blitz and 4.500 approaches in São Paulo and Curitiba during 45 days.

Acceptance was beyond what was expected. Even considering the length of the 3D audio, many men wanted to go through the experience again. Even the women got curious and requested tolistem. At the end promoters handed out product samplings for the target for them to be acquainted with the new AXE fragrance.

In general the new fragrance hasn`t cannibalized variants, bringing outstanding results.

In just 06 months Dark Temptation reached a leadership share and sales of aerosol deodorants rose by 150% when comparing the same periods of 2007 and 2008.