The tone of AXE brand doesn’t lend itself to an environmental message. And 19 year old guys who use AXE think more about getting girls than about being environmentally friendly. So, on earth day, how can AXE Bodywash deliver an environmental message that actually appeals to the guys who use it?Introducing Axe Showerpooling. A Facebook–based idea that asks guys to save water by inviting girls to share a shower with them – a green initiative that AXE guys will actually be interested in and also one that isn’t depressing at all.

This online film explained the idea to guys and let them know that Showerpooling wasn’t just environmentally friendly, it was all kinds of friendly.