During the teaser period, we kept the product strictly under wraps, and propagated rumors about The AXE EFFECT, a “mysterious attraction” in which men became extremely attractive to women throughout Japan. We produced 6 viral movies of this “mysterious attraction” and showed in guerilla broadcasts on the web and at target touch-points. And we distributed newspaper extra editions and set up a website to track the mystery. By maintaining the mystery, we were able to involve the target and expand their interest. As interest peaked on launch day, the answer to the mystery was revealed in events and TV programs.

>Get the No.? sales share of both category that Fragrance & Deodorant in 1 week after launch in Japan!>Viral movie : Over 300,000 views / 4weeks>WEB site : Over 1,400,000 page views / 4weeks>PR exposure value equivalent to 155% of the launch event cost>Highest distribution in the history of Unilever Japan>The initial one-month sales target was achieved in just 5 day>Immediately following product launch, numerous blogs and bulletin boards expressed high expectations for the next AXE promotional campaign.