This promotion took loyal brand customers to a place that combined both situations were men’s and women’s libidos seek fulfilment: a paradisiacal island located in one of the most beautiful places in Brazil.The 100 lucky winners get to take a companion for a weekend on the island of Comandatuba. The story gets even juicier with the suspense surrounding the event. At first, as they arrive on the island, everything seems totally normal. But then all of a sudden, a raft arrives bearing 400 women.

Axe is a very well known brand, with a solid and strong identity. The concepts: made especially for men, perfuming, attractive and modern men are clearly comprehended and associated with the brand.The volume of squeeze decreased significantly: 9.4% in nine months.In the total Axe volume, Axe Compact already represents 6.5%, but in the total market, only 1.2%.Axe Compact penetration reached 0.5 in six months