Advertising Agency: Lowe/SSP3-Bogotá, Colombia
Executive Creative Director: Jose Miguel Sokoloff
Creative Directors: Margarita Olivar, Juan Carlos González
Art Director: Margarita Olivar
Copywriter: Juan Carlos González
Photographer: Esteban Sosnitsky, Zumo
Agency Producer: Sonia Llanos
Other Additional Credits: Juanita Delgado, Natalia Franco
Axe Instinct, a scent introduced in 2009, is being promoted with a 3D animated television commercial featuring a woman in leather. The new Instinct has combined the fragances of cardamom, amber, and atlas cedar to produce a spicy scent of leather.
The Swedish team, Againstallodds, worked with Blacklist to produce the new commercial, beginning with the inspiration of a piece of leather and a set of print advertisements. What they came up with was the concept of a woman whose sensual movements are revealed in the rippling curves of dark leather.
Click on the image below to play the video in YouTube (HD)
Credits
The Power of Leather ad was developed at The Brooklyn Brothers, New York, and Againt All Odds, Stockholm, .
Filming was produced at Blacklist by executive producer Adina Sales,
Special effects and visual effects were produced at Milford Film, Stockholm, and Animation AB. Audio finishing was done at Audio Engine.
Music, “Moodswing”, was composed by Pedro Margues and Jean-Paul Wall and sung by Saphir Cristal Stoffels Fernandes Tavares. Sound was mixed by Carl Mandelbaum.
Behind the Scenes with Againstallodds
Q: This spot is a bit of a creative departure for you. Can you tell me about attracted you to the job?
againstallodds: To create this spot we were given a piece of leather and a print campaign and were told bring it to life. This spot is like nothing else on our reel and we were excited to create something we had not tried before. We really wanted to build on the dimensionality of the forms in the leather so that everything really moved naturally but had a enough definition and abstraction to draw people in. We were really attracted to the mixture of darkness and nakedness. It really seemed like something we wanted to see move.
Q: The texture of the leather is very detailed. Tell me a bit about how you created this look, what tools you used and if there were any challenges.
againstallodds: We began this project with a photo shoot with real actors and the leather laid out on a flat bed. We took moving references with naked models to show how the body moves and the leather reacts to different light setups. Then we edited everything together to make a rough timing. Animation and simulation followed and was a mixture of Maya nCloth and Houdini to make everything come together. The simulation was a great start and gave dimension to the leather but we really wanted to have control over some of the smaller details such as muscle and bone and they were getting lost in the simulation, so Milford lighting developed a special shader that took information from a more detailed mesh of the body and applied it to the leather simulated cloth.
Q: It’s a very sexy spot too. Can you tell me a bit about that?
againstallodds: That was something we really worked hard to keep. Doing sexy in 3d can be a tricky thing. Since everybody knows how humans move and are very sensitive to what’s not right even the most subtle movement can prove to be hard to recreate. We were very lucky to have a great photo model strip off and go through the timings and poses to block everything out so that we had great reference in the animation phase. On top of that we worked a lot with the shadows and lighting to reveal and cover sections of the body so that the silhouette and feminine curves really stood out and that the rest of the body became abstract.
LONDON - Procter & Gamble is introducing a new core brand message to Gillette following the recent addition of hair styling and personal care products to its shaving care range.
Gillette's first global branding campaign in five years is designed to expand the brand beyond shaving and strengthen the brand's emotional bond among men.
Following extensive global research among thousands of men, which found that even confident males have doubts at many moments throughout their lives, Gillette is progressing its "The Best A Man Can Get" message by with a new campaign called "The Moment." The FMCG giant says men are looking for products that give them the confidence they want and need to look, perform and feel their best.
The campaign features everyday guys, as well as the Gillette brand ambassadors -- Tiger Woods, Roger Federer and Derek Jeter -- experiencing moments of doubt and how they overcome them to succeed. The ad was created by BBDO New York.
Men and morning beauty routines aren’t natural bedfellows. This was the problem Neutrogena faced when marketing its new Cooling Cleansing Gel to Hong Kong’s male population.
It wanted to interact with men at a time when they would be most likely to use the product – in the morning, but felt the usual outlets of breakfast and radio TV were too passive. Neutrogena wanted to speak to men in a way they would remember.
Enter Elanne Kwong, Hong Kong’s hottest celebrity. A dedicated mini-site set up by Neutrogena encouraged men to enter their phone number and receive a wake-up call from Elanne herself. In the call Elanne tells the men to get up and use the new Neutrogena gel. To drive traffic to the mini-site, Neutrogena set up a profile for Elanne Kwong on Facebook. The profile was managed internally and once word got out the superstar was online, her number of friends quickly spread virally.
So far, 1,300 men have signed up for an Elanne Kwong wake-up call. The fact that Neutrogena now has telephone numbers for its target audience offers a great opportunity for building a lasting relationship in the coming years.
Gillette has launched an online advertising campaign encouraging men to use their products in body shaving. Animated videos provide men with shaving tips on how to best shave their head, chest, back, shoulders, armpits and the most popular spot of all, the groin. Each video addresses the whys and hows of body shaving. The campaign is online at the Gillette YouTube channel and and Gillette’s Body Shaving site.
Reasons for Body Shaving
The Gillette Body Grooming site provides a range of scenes demonstrating that body shaving is an activity suitable for the heterosexual male population.
How to Shave Your Groin
You might say when there’s no underbrush, the tree looks taller…
How to Shave your Head
If your grass is patchy, bald or long, there are better places to spend your cash than the barber.
How to Shave Your Back
Wall to wall carpeting? Or whatever you’re carrying around with you, you’ve decided it’s got to go.
How to Shave Your Chest
Sweaters should be bought, not grown. Guys with perfectly groomed chests, probably not born that way.
How to Shave Your Armpits
An empty stable smells better than a full one.
Credits
The animated videos were created by Proximity Canada in conjunction with BBDO New York.
Vanity may be one of the seven deadly sins, but makeup is important to mankind. Primitive cultures painted themselves with plant extracts in rituals such as weddings, funerals, wars and religious festivals. So did the American Indians and African tribes. But it wasn’t until ancient Egypt that cosmetics gained prominence and the applying of colorful plant substances on human beings became synonymous with beauty.
The market for cosmetics has experienced exponential growth rates and is an important sector in many countries—particularly Brazil, where the cosmetics sector rose 8.6 percent in 2008 despite the global financial crisis. Accordingly, Brazil rose in consumer market rankings, becoming the world's second-largest consumer of beauty products—surpassing the Japanese market, which shrank during the same period. Until 2007, Brazil lagged behind both the Japanese and American markets.
According to the Brazilian Association of the Industry of Personal Hygiene, Fragrances and Cosmetics (Abihpec), Brazilian exports in the sector were US$ 650 million against US$ 450 million in imports, reaching a surplus of US$ 200 million in 2008. In Brazil, the industry of personal hygiene, fragrances and cosmetics is the only chemical complex—which includes cleaning products, pharmaceuticals, paints and fertilizers, among others—to produce a surplus. www.natura.net The cosmetics industry in Brazil is extremely competitive and involves big global players, but one Brazilian brand stands out from the rest: Natura. Born in Brazil, this cosmetics brand is now available in seven Latin American countries and France.
Founded in 1969, Natura is the industry leader in the cosmetics, fragrances and personal hygiene market in Brazil. It is also the industry leader in direct sales, surpassing even the giant American company Avon. Natura offers a full range of products with solutions for consumers’ various needs, regardless of age, including products for the face and body, hair care and treatment products, make-up, fragrances, bath products, sun protection products, oral hygiene products and product lines for children. Neighborhood success In 1982, Natura started its internationalization process when it arrived in Chile. Six years later, it added the Bolivian market. It did not take long to infiltrate Argentina, Peru, Venezuela, Colombia and Mexico. In 2002, Natura’s products were being sold in duty-free Brazilian airports. But it was in 2005 that the brand took a major leap in the international market to open a shop in Paris, the world capital of cosmetic products.
Latin America accepted the Natura brand with incredible enthusiasm. A recent annual report indicates that the company's direct sales in the region will reach a turnover in the order of US$ 500 million in 2012. In Europe, Natura continues with the important work of building the brand in a sophisticated market, generating the experience required to implement a business model in developed markets. But the international expansion will not be limited to Latin America and Europe. Natura is currently planning expansion into the United States. Before coming to the US, Natura sent a group of senior executives to develop a plan to penetrate the world’s largest market for cosmetics and direct sales. What makes Natura so special? Concerns over global warming continue to increase, especially in politics. In December 2008, during a meeting with Al Gore, then-US-president-elect Barack Obama said: “We all believe what the scientists have been telling us for years now, that this is a matter of urgency and national security, and it has to be dealt with in a serious way. That is what I intend to do in my administration."
This discussion also included the role companies play in protecting the environment. Natura, founded in the late 1960s, is credited for having a business model that embraces sustainability and commits to using natural ingredients in its formulas. Natura’s eco-friendly, socially responsible business strategy was in place long before current advertising trends made it popular. Under the slogan "Well-Being-Well," Natura has always focused on social responsibility, the environment and economics. These long-held beliefs have become the main advantage in differentiating Natura from its competitors—demonstrating that the brand and its values were ahead of their time.
Today many opportunistic companies use sustainability as a way to promote their products, but Natura’s green marketing is more than a strategy, it is a philosophy. Natura’s concern for the environment is directly translated into its products. During the production of product mixes, Natura does not test on animals and respects all international security standards. In 1983, Natura began to produce and sell refills, whose average mass is almost 54 percent less than the mass of regular packaging. This revolutionary project resulted in a significant decrease in the disposal of solid waste in the environment. In 2007, the company put into practice the Carbon Neutral Program, designed to reduce and offset all emissions of greenhouse gases (GHG).
In 2005, Natura was cited in a UN report, “Talk the Walk,” as one of the pioneers in green marketing. The report also cited American Apparel and Stonyfield Farm—both American brands—and highlighted the work of Natura’s Ekos line for communicating brand values that foster a culture of conscious consumption.
Natura’s Ekos line features fragrances, personal care and ambience products that draw from the wealth of Brazil's biodiversity and are inspired by traditional plant ingredients—elevating awareness around Brazil’s environmental heritage and promoting quality of life in the communities that cultivate or extract those ingredients. Additionally, Natura’s Ekos products are biodegradable and use bottles and packaging that contain recycled material across the brand’s market segments, including soaps, shampoos, conditioners, moisturizers and perfumes.
Brands, according to American economist Edward Chamberlin, must differentiate products and services to survive. It is not surprising that Natura is flourishing by embracing the history and diversity of Brazil’s people and natural environment.
BRAND OWNER:Unilever CATEGORY:Toiletries/ Cosmetics REGION:Canada DATE:Mar 2008 - Jun 2008
Too many girls develop low self-esteem from hang-ups about their looks and it stops them reaching their full potential.
The Dove Self- Esteem Fund wanted to fight this and deliver a positive experience for mothers and daughters. While mums have positive memories about their own childhood sleepovers, they know they can turn negative and hit self esteem.
The Dove solution was to get both mums and daughters excited about doing something positive together, encouraging mothers to make the sleepover positive experience for their daughters. Information about the sleepover was distributed online at dovesleepover.ca/soireedove.ca, offering mums tips on hosting a positive sleepover with music downloads, photo albums and live to air texting for daughters. In a media first the promotion included a five network takeover with commercial breaks replaced with segments that linked live to real sleepovers and showing mums and daughters discussing issues that affected them. TV programming was also adjusted in line with the positive theme to show empowering movies. Support also ran in-store, print and via PR. The campaign delivered 11m media impressions and more than 30,000 registered attendees.
BRAND OWNER:Unilever CATEGORY:Toiletries/ Cosmetics REGION:USA DATE :Oct 2008 - Nov 2008
When Vaseline launched its men’s range of hand and body lotion, it wanted to raise awareness about the product and ensure that men connected the dots between skin health and body health.
The idea was that Vaseline Men helped fortify men’s skin to help it perform more efficiently. The target audience was an average guy in his mid-30s with a family who used lotion every so often. He loves sports and is picky about his media usage.
Vaseline's main challenge was to differentiate Vaseline’s sports theme from other brands such as Gillette and Gatorade..
Vaseline chose athletes as brand ambassadors whose sports seasons were peaking during the Q4 launch: baseball and football.
The campaign idea was “15 seconds a Day to Stronger Skin”.
Athletes spend countless hours practicing their sports and preparing their bodies to deliver strong performance. But it only takes them 15 seconds a day to strengthen their skin.
Vaseline partnered with ESPN and worked across TV, radio, digital and print to create content featuring New York Giant’s football star Michael Strahan and Philadelphia Phillies baseball champion Chase Utley.
Not only were there TV vignettes about the sportsmen’s off-field regime, but there was also a digital hub and radio sponsorship of ESPN’s top-rated radio broadcast. There were also advertorials in ESPN magazine with a Vaseline ad on opposite page.
Additionally, content was delivered beyond ESPN properties to a broader audience with a homepage takeover of both YouTube and AOL, as well as Broadband Enterprise, and NFL.com. This was the first time ESPN created non co-branded content and allowed it to be syndicated across multiple channels. As a result, Vaseline Men ended the year 40% ahead of the share target. The 24.5oz (lead product) was in the top 3 selling Unilever variants for 12 straight weeks at WalMart, making it one of Vaseline's most successful launches.
The male beauty product market is expanding by leaps and bounds and Procter & Gamble’s Bruno Banani wanted to be a major player. It needed to bring to life the brand’s persona of charming seduction in a way that would connect with young males.
Bruno Banani identified Carnival as the flirtiest season of the year a time when Germans go mad for a taste of Rio de Janeiro. At the same time Bruno Banani knew that young males needed the self assurance that would help them get the girl.
The brand identified male toilets as the best place to give the target audience a boost. Posters, mirror stickers and floor ads alerted them to the Bruno Banani’s helpful service offering smooth lines to impress the ladies.
By sending a text message and they could get a naughty but nice pick up line to help them get the girl: “All those curves and me without brakes!”
The brand helped the guys impress and underlined the cheeky positioning of the brand, boosting key brand scores by up to 30%.
The campaign helped deliver P&G’s biggest male lifestyle launch, helping the portfolio become the number 1 fine fragrance brand on the German market beating Boss, Davidoff and Armani.
BRAND OWNER :Beiersdorf CATEGORY :Toiletries/ Cosmetics REGION :USA DATE :Mar 2008 - Jul 2008
Cellulite is a problem for a large number of women between the ages of 20 and 50, but most are skeptical about the efficacy of topical creams.
Nivea wanted to address this skepticism and relate personally to women’s experiences and feelings about their cellulite.
Nivea’s Good-bye Cellulite product launched in 2007 in partnership with the Tyra Banks Show, using real testimonials of women who had seen dramatic results from using the product.
Nivea decided to extend the partnership for 2008 and leverage the implied endorsement. The 2008 partnership spanned a series of Time Warner properties, including The Tyra Banks Show, People Magazine and Extra. The Tyra Banks element saw two full segments on the show – the first introduced the “Goodbye Cellulite Hello Bikini Challenge” participants and the panel of Nivea experts. The second revealed the women’s fantastic results, with Tyra Banks herself discussing the product. People magazine followed the journey of the women taking the challenge. Readers were given a behind-the-scenes look to a Nivea sponsored fashion show, with the models attesting the effectiveness of GBC.
As a result of the campaign, Goodbye Cellulite increased sales by 50%. After the airing of the second integration on Tyra and the People advertorial, GBC Gel and GBC Body Beauty were the #1 and #2 ranked products in the category.
The GBC integration on Extra! helped Nivea become the #1 brand in the category for the first time in history
BRAND OWNER :Procter & Gamble CATEGORY :Toiletries/ Cosmetics REGION :India DATE :Aug 2008 - Sep 2008
The challenge facing Gillette was that despite the positive perception of Gillette Mach3 as a product, Indian men found shaving to be a chore.
As Indian men placed very little importance on shaving, they couldn't justify using the Gillette Mach3 - which is around 10 times more expensive than traditional Indian razors.
Gillette sparked a national debate on shaving that would infiltrate the conversations of millions.
The campaign platform of "India Votes....to shave or not" could have gone horribly wrong.
First, Gillette piqued the nation's interest by commissioning a Nielsen survey on the country's attitude to shaving. The research highlighted a series of controversial points that were sure to get the nation talking. Were clean-shaven men more successful? Did the nation prefer clean-shaven celebreties? And the big one: did women prefer clean-shaven men?
The provocative results generated buzz across the key news services. TV-news-anchors, and radio-DJs keenly picked it up and started a debate on their own perspective channels.
Even the Times of India ran a daily poll online on the subject.
Gillette had sparked a national conversation among celebrities, Bollywood-stars, noted business-icons and socialites.
An online poll and live polls conducted malls and cineplexes kept the debate raging, and also offered men a chance to trial the product. What was the critical insight that broke the brand challenge?
Quite simply, the survey proved conclusively and publicly that women preferred clean-shaven men. Sharing this observation with the men of India created dramatic change in the brand's fortunes.
The campaign set all time sales records with a dramatic change in the brand's fortunes. The campaign set all time sales records with a dramatic sales increase of 38%. Awareness doubled. Trials increased by 400% and Gillette's market share increased by 35%.
BRAND OWNER:Unilever CATEGORY:Toiletries/ Cosmetics REGION:Romania DATE:May 2008 - Jun 2008
In 2007, Rexona set itself an ambitious mission – to get every woman in Romania to use deodorant every day.
Consumption per capita was rising, but the nation was still far behind Western European markets. Women in England use deodorant five times more than those in Romania.
Romanian women like to be admired by men and put a lot of effort into the daily ritual of looking good.
Rexona wanted to convey the message that if a woman smells of body odour then their efforts and aspirations to be beautiful would fall apart. The first stage of activity centred around the tagline “Romanian women do it five times less than English women” in an online and print teaser campaign.
Intrigued and “activated” the campaign, a number of TV and radio hosts tried to solve the mystery.
After one week of questioning the headline Rexona revealed that the “do it” referred to use deodorant. The second phase aimed to raise paranoia about not using a deodorant and also create a social debate about deodorants’ usage habits, using a celebrity endorsement. Romanian singer and actress Jojo was recruited to accept the challenge of one week without deodorant, documenting her experiences on a daily TV slot and in an online diary.
She was also invited to talk about the experiment and its social significance in well-rated TV shows. As a result, the campaign became a key topic in media for more than a month, and deodorant consumption per capita grew 15% year on year and Rexona value market share increased with 2.4% (June 2008 vs. June2007).
BRAND OWNER:Unilever CATEGORY:Toiletries/ Cosmetics REGION:South Africa DATE:Jun 2008 - Nov 2008
Axe was worried its market share would remain static unless it targeted untapped demographics, including urban black youth aged 18-25. The problem was that Axe hadn’t spoken to this segment for 5 years and even then, the urban black youth didn’t relate to the Axe communication.
Axe needed to engage with this target group in a meaningful way without alienating current users. Axe realized that urban black youth didn’t identify with the Axe promise of ‘getting the girl’, because they were far more experienced. However, they would identify with getting the girl who everyone is afraid of approaching, the rich girl, aka the cheese-girl.
Axe decided to create a band called The Cheesegirls, who would release two songs. The first song trashed ghetto guys (known as Kasi). The second video paid tribute to Kasi guys because they have been wearing Axe and are therefore irresistible.
The activation was focused on radio (a key channel for the target), used PR as the hook and then changed the traditional role of TV. The track was launched through the sponsorship of an annual DJ conference and on radio. Listeners were invited to vote for their favourite mixed Cheesegirl track from the DJ conference.
The Cheesgirls were marketed as if they were a genuine pop sensation, getting interviews in music magazines and on TV. Axe was never linked to the band.
A PR set up saw the lead singer of the Cheesgirls ‘busted’ dating a Kasi guy. The band then organized ‘apology interviews’ which saw the band openly apologize and promise to re-write the lyrics for the infamous track 'Kasi No No'. The second track was then launched and played across 3 key stations, along with the music video which finally revealed the Axe link to The Cheesegirls.
As a result, the first rack received 504mins of free radio exposure over the first 8 weeks. Track 2 yielded 441mins of free radio exposure over the 7 weeks.
The campaign also smashed through the 10% share barrier target, one year ahead of schedule.
Some 91% of Canadian women believe it's time society thought of aging in a positive way. Dove agrees, and in support of its Pro-Age products, spearheaded a campaign to change societal views on aging by promoting the belief that beauty has no age limit.
Dove commissioned an award winning playwright to create a one-of-a-kind live play, "Body & Soul", using a cast of real women aged between 45 and 78.
The media strategy was based on partnering with a limited number of media suppliers to foster a meaningful relationship with the audience, maintain their attention through the narrative and allow them to participate in the program. Dove chose Transcontinental Media (Canada's leading publisher of women's magazines) as the print and online partner, and CBS Television as the broadcast support.
To find cast members for the play, women were invited to write an audition letter, Dove and Transcontinental worked closely together to create customized magazine and online content which built emotional credibility for the campaign, and encouraged women to audition.
Advertorials, letters from the editor, e-blasts, web forums and brand ads were used to drive submissions. To promote the theatrical run of the play, the partnership with Transcontinental resulted in an eight page article featuring interviews with the cast and playwright, letters from the editor, web features, a chat session with cast members, a contest to win tickets to see the play, and a cast picture on the cover of Canada's top ranked women's magazine.
As a result, Body and Soul played to sell out crowds, winning rave reviews. CBS was the platform for the documentary, "Finding Body and Soul." The campaign delivered 124 million media impressions, with 55,000 unique visitors to the website
BRAND :Christina Aguilera Perfumes BRAND OWNER :Procter & Gamble REGION :Israel DATE :Jan 2009
Based on the concept: "Sometimes it's all you need to wear", Diplomat Distributors wanted to create awareness of Christina Aguilera’s perfume and motivate them to buy the product in the midst of a global economic crisis, when people were reluctant to make unnecessary purchases. Tens of thousands of quality clothes hangers were hung in public locations all over the country, each with a perfume sample and a branded Christina Aguilera label attached.
The hangers were hung in every possible location, mostly in crowded places outside malls and near Israel’s leading pharmacy chain, SuperPharm, where the perfume was exclusively sold. The message: “sometimes it’s all you need to wear” suggestively adorned each one. The hangers were placed on railings, on trees and in stores. The total activity cost $30,000 and the campaign reached more than 1.5m consumers and led to the highest ever sales for a new perfume in Israel, with the scent selling out within a week.
The client also got extensive news coverage in newspapers, TV and online. Estimated worth of free publicity – more than $200K.
BRAND:Axe BRAND OWNER :Unilever CATEGORY :Toiletries/ Cosmetics REGION :Brazil DATE;Apr 2008 - Aug 2008
Dark Temptation was a new weapon for Axe that enabled men to improve their seduction game. The aim was to make the man as irresistible to women as chocolate, hence the chocolate undertones to the Axe spray variant. The overall campaign, including the TV commercial, featured the Chocolate Man – literally a man made out of chocolate who finds himself being chased by women who want to eat him. Axe created a game, entitled The Dark Temptation Game Saga – where the consumer played the chocolate man, running away from the women who try and take parts of his body. The game brought together content from all the other elements of the campaign.
The models used in the out of home strategy were converted into 3D to become game characters. In order to do well, the player could throw chocolate “fingers” away as traps to distract the women and continue without being attacked. Axe hid special codes on the brand’s blog and in a rich media ad which caused the women in the game to be dressed only in their underwear. The campaign was supported via posters in cinemas, in a widget with more information about the game, in key gaming magazines as well as in print. During the campaign, the best players were weekly rewarded with kits containing AXE products, game posters, t-shirt, cap and backpacks signed by the artists Will Murai and Guilherme Marconi. The fight for the grand prix lasted 8 weeks. The overall winner won an arcade machine with The Dark Temptation Saga game installed in it, which was delivered to his house, along with an Axe kit. In four months of campaign, there were more than 2 million unique visitors, with users spending an average of 10 minutes on the site.
The Dark Temptation Saga Game was such a great hit in Brazil that ended up being translated and used in the launching strategy of AXE Dark Temptation in other countries: USA, Canada, Australia and New Zealand.
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Axe Dark Temptation localisation strategy REGION: EMEA DATE: Jan 2008 - Nov 2008 MEDIA CHANNEL
Axe’s brand platform is “Gives You The Edge in the Mating Game” – the eternal interplay between guys and girls in the territory of attraction.
Their new fragrance for 2008, Dark Temptation, had to bring this proposition to life locally. Axe wanted to create a fragrance so good that women would want to eat it.
An ice cream tasting session with women revealed rich chocolate was the flavour women wanted most. Axe translated it to a fragrance, Dark Temptation, and set out to inform guys of its 'effects' – the insight being guys want to be as irresistible as chocolate! From the brief, the 'Irresistible as Chocolate' platform was born and developed into core advertising – a chocolate man who represented this idea
In digitally advanced France 200,000 guys received “chocolate nibbles & licks” from girls on social networking site Skyrock. While real life 'Chocolate Guys' caused a stir in youth ‘energy centres. Less developed Romania wrapped huge Axe posters in foil and gradually peeled back daily to reveal Dark Temptation, reflecting in-store work. Belgium surfed a national obsession, creating luxury chocolate love tokens to pass on. Pulling professionals challenged UK guys to test their pick-up power armed only with a bar of chocolate, released as virals. Markets shared ideas for sexy local celebrity ‘chocolate ambassadors’- tempting guys with the 'effect' chocolate had on them providing huge PR on chocolate as an aphrodisiac. Portugal tempted guys in confectionary aisles to seize the moment, buy chocolate, seduce girls, and win a visit to the Chocolate Pleasure Mansion. Dark Temptation was the fourth most successful launch in Axe’s 25 year history, and surpassed all major global and European sales goals. After only six months, it was among the top 20 global deodorant launches ever, across all brands.
Pulling professionals challenged UK guys to test their pick-up power armed only with a bar of chocolate, released as virals. Markets shared ideas for sexy local celebrity ‘chocolate ambassadors’- tempting guys with the 'effect' chocolate had on them providing huge PR on chocolate as an aphrodisiac. Portugal tempted guys in confectionary aisles to seize the moment, buy chocolate, seduce girls, and win a visit to the Chocolate Pleasure Mansion.
