Getting Our Game On: Launching Axe Rise Morning Shower Gel

BBH successfully launched Axe Rise - a shower gel that's all about the morning - through the use of a gaming-driven engagement platform that maximised digital channels, flipping traditional channels on its head.

Getting Our Game On: Launching Axe Rise Morning Shower Gel


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...

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