4 months campaign, launch week 11

INTRODUCING NEW AXE PEACE 2014

INTRODUCING NEW AXE PEACE 2014


  • Launch products in the Nordic region (in Denmark, Sweden, and Finland in collaboration with local agencies)
  • Drive sales through sampling and PR
  • Create awareness of the new fragrance PEACE
  • Connect the event and brand with the cause concept
  • Help the public to apply or interact with the cause
  • Generate attention and publicity for the Peace-fragrance and master brand through sampling-events and PR-events
  • Meet the target group in attractive situations
  • Maintain the positive trend for the master brand

How do we connect with the target group, spread knowledge of the fragrance and at the same time create awareness of the cause, Help AXE Help, in a credible way?

The taglines from the international brief “Make love not war” & “Guys are less aggressive when in love” is the key. To connect the event activations with the international material, like posters and commercials, we have chosen a light military theme.

Sampling part: 40.000 samples– 720 hours, in each country.

Make sure to watch our video of the event here!