The main idea was to use the same communication code that Universities and schools do use.The first phase of executions used the same vehicles and time period(January and February in Latam) that they use to communicate.We also put together a comprehensive media mix to be sure to reach our consumer.

Axe Unlimited fragrance was the best selling among Axe fragrances. Along the four months of the campaign, the brand total sales volume in Argentina grew 15%. The brand reached a market share peak which is its high in three years.