Axe Deodorant: "NEXT DAY BED SHEETS" Promo / PR Ad by Eje Sociedad Publicitaria

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: UNILEVER
Product/Service: AXE DEODORANT
Agency: EJE SOCIEDAD PUBLICITARIA
Date of First Appearance: Sep 29 2009 12:00AM
Entrant Company: EJE SOCIEDAD PUBLICITARIA, San Juan, PUERTO RICO
Chief Creative Officer: Enrique Renta (EJE Sociedad Publicitaria)
Creative Director: Leslie Robles (EJE Sociedad Publicitaria)
Copywriter: Luis Arraiza (EJE Sociedad Publicitaria)
Art Director: José Rivera (EJE Sociedad Publicitaria)
Photographer: Reynaldo Rodríguez
Media placement: Promotional Prize - POP - 29/09/2009

Describe the objective of the promotion.
Our client was looking for a different way to activate the trade. Beyond a promotion or an event, we needed to find ways to strengthen the awareness of the brand, while pushing sales. Of course, all within a budget. As always, we aimed our promotion towards our core market, young adults 18-24.

Describe how the promotion developed from concept to implementation
The execution was relevant to our core brand message, the mating game, by reinforcing the benefit of AXE: getting the girls. The strenght of this promotion is that the premium used to drive sales at the end served as media to our product right in the place where our target spends at least 8 ours of his day, his bed.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion was a huge success. Sales during the promotional visits doubled. Consumers praised the premium as fun and different. But above all, we found an unconventional way to remind men that the difference between our product and competition will always be what ends on their beds.

Explain why the method of promotion was most relevant to the product or service
How can you make your consumer think so much about the AXE effect for it to pop even in his dreams? Inventing a new medium, his bed! To do so, we created a limited number of bed sheets that clearly showed the benefit of our product. The bed sheets were distributed through promotional visits at the point of sale. To get the special premium you just had to show proof of purchase of 2 AXE products to our sexy promoters.