Because young adults are a very demanding group in terms of marketing pressure and creative, Axe was introduced into their environment in a non-intrusive manner and with a maximum degree of creativity to heighten the odds for success. By using guerilla stickering on exit signs Axe reminds its target group of the power of the AXE effect. It is a clear, simple and direct way to demonstrate the effectiveness.

These stickers are part of a viral marketing action in order to remain present in the everyday life of the target group. It is hard to measure the effectiveness of these stickers because no pre - or post tests were effected to measure impact.