How can you make your consumer think so much about the AXE effect for it to pop even in his dreams? Inventing a new medium, his bed! To do so, we created a limited number of bed sheets that clearly showed the benefit of our product. The bed sheets were distributed through promotional visits at the point of sale. To get the special premium you just had to show proof of purchase of 2 AXE products to our sexy promoters.

The promotion was a huge success. Sales during the promotional visits doubled. Consumers praised the premium as fun and different. But above all, we found an unconventional way to remind men that the difference between our product and competition will always be what ends on their beds.