Axe Canada isn’t letting guys on the go miss an opportunity to score with the ladies, introducing its Axe Bullet portable body spray.
The national launch is being supported by TV, transit, convenience store exterior posters, custom decals in restaurants, bars and fitness centres, print, and mobile ads. The creative was developed by BBH in New York and adapted for the Canadian market.
The campaign taps into the day-to-day life of a typical guy, showing him the great places to meet women and reminding him that Axe is right there, said Joanna Janisse, account manager at PHD Canada, the agency responsible for the media buy.
Posters were adapted by Segal Communications and feature location-specific messages. For example, one of the posters placed in gym change rooms reads: “She’s got 12 minutes left on the treadmill. You’ve got 12 minutes left to get her digits.” A bar poster reads: “Why wait until last call to make your first impression?”
Decals–adapted by Zig Toronto and placed on counters, bars and tabletops–create the illusion that someone has emptied the contents of their pockets, including the Axe Bullet Spray.
A custom mini-book poly-bagged with the June issue of Vice magazine highlights a series of “unexpected hook-up moments.”
Axe is also running ads, developed by Dashboard, on the MSN mobile advertising network.
Harbinger Communications handled the PR efforts.
The Axe Bullet hit store shelves across Canada in February, the campaign launched in March and wraps up the end of this month.
