Unilever's AXE is the leading male deodorant brand in the world. It's confidence and seduction promise is brought to life through great fragrances, the 'AXE Effect' compelling brand idea and constant innovation.

The brand is targeted at young guys who are growing from boys to men. In order to grow, AXE must constantly replace the ones who outgrow the brand with new generations of consumers. The challenge is to remain cool, interesting and relevant for male youth year after year.

This becomes especially difficult on the markets where the brand boasts its highest penetration rates. When launching a New Variant every year isn't enough to sustain the market dynamics, the brand turns to 12-month Limited Editions to boost sales.

This is the story of how AXE's 2012-2013 Latin American Limited Edition - AXE 'Young & Mature' - came to life and delivered positive results against all of its commercial and communications objectives through an unquenchable thirst for innovation.