Getting Our Game On: Launching Axe Rise Morning Shower Gel

BBH

Axe Rise is a shower gel that's all about the morning. The problem? Guys are decidedly NOT all about the morning. To get our guys to wake up to this new shower gel, we dug deep into the biological and primal motivations of both guys and girls to crack the creative idea: Wake Up and Stay Alert with Axe Rise morning shower gel.

With this idea in place, the creative thinking meshed with media thinking to create an gaming-driven engagement platform that maximized digital channels, flipped traditional channels on their head and got guys caring about the things they usually don't care about at a time when all they want to do is roll over and go to sleep.

This gaming-driven platform had guys deeply engaged with the idea and drove success across markets globally.