“AXE WAKE-UP SERVICE” was developed as part of a promotion to provide the experience of “a great start to the day and AXE Body Spray.” For the location, the largest ski resort hotel in Japan was chosen because of its popularity with the target audience in winter. The service provided involved staff entering customer rooms at the resort hotel in the morning. The promotion was fueled by large-scale publicity via tie-ups with the ski resort and a major travel agent.

The service was featured in the media, including TV variety shows, magazines, newspapers and on the internet, generating a buzz.

The service among the target was excellent, with 88% of participants stating they would like to try “AXE every morning”(=increasing intent to use AXE in the morning).

And the promotion served to enhance the AXE brand image; 81% of participants indicated they now felt that AXE was a “fun”, “cool”, “sexy” brand.