Axe is the clear leader of the deodorant category Mexico, but the brand has been struggling for years in the antiperspirant segment.This was because most people didn’t know that Axe has this type of product and thought that had only BodySprays (fragrance), and many of those who knew did not trust Axe protection level (only 39% though that Axe protects them against wetness).

Axe launched Full Control, a new antiperspirant variant, with two main objectives, in order to separate from competition and to establish their own protection credentials.Objectives that were accomplished through a impactful and funny proposal, anchored in a mating game insight, but this time integrating the perspiration to the equation: When men are sweaty in presence of a women, they get so nervous that the sweat even more. With that in mind, Axe developed Premature Perspiration campaign, establishing this new condition that concerns men almost as much as the other "little problem".Once perspiration was established as a disorder, Full Control was introduced as the right solution to treat this condition and avoid losing confidence and women over perspiration, putting an end to the perspiration cycle.The product had a clear role: Preventing men from losing women because of perspiration. Axe Full Control. Premature perspiration can be controlled.For the very first time Axe talked about an emotional perspiration! This differentiated the brand from the rest of the antiperspirant category, which always refers to perspiration as a result of physical efforts, standing out of the category and establishing their protection credentials.After the campaign this perception had changed, and the brand reached a historical peak of 56% in “Axe protects me against wetness” attribute. Building axe antiperspirant range from a 16,8% value market share in July (Before the campaign) to a 20,1% in December (After the campaign) establishing itself as the new leader of the antiperspirant segment.