Promising to give guys an extra edge in ‘getting the girl’, AXE the hip deodorant body spray for men emerged into the local market last year, receiving an overwhelming response from the consumers.
The AXE Effect- the tantalizing ability to attract the opposite sex has been a core message in the brand’s communication the world over. The power of the brand has been phenomenal. Three years after its introduction to the US market, AXE quickly emerged the number one male deodorant, out performing the big names in the category. The AXE Raiders who were recently introduced to Sri Lanka are the brand ambassadors for Axe. These Raiders bring alive the essence of the brand and create a unique brand experience. In keeping with the seductive and dynamic image of the brand, the Raiders have been spotted spreading the Axe effect in and around the city. They’ve also been seen at fashion shows as well rock concerts, all events which were associated with Axe.
AXE is available in four variants of Dimension, Unlimited, Pulse & Click. The brand hopes to introduce a new variant to it’s portfolio in the near future and has a number of unique activities in store for the launch.
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