Launch in Malaysia

AXE

Challenge:
How to launch the world’s sexiest brand, amidst tough censorship?
Solution:
Go social – gain attention through a series of viral videos. Followed by engagement through Facebook, and Malaysia’s sexiest party.

Results:
Axe flew off the shelves – 4.1% volume share in first 3 months. 2000 competed for 750 party tickets. 16,000 wake-up calls in first 10 days. 22,000 Facebook friends for AXE in 1st month.