Axe: Axe Googly

Lowe MENA Dubai wanted to create awareness and talkability for Axe’s new limited edition variant – Googly ( a type of bowled ball in cricket match which was opportunistically linked to 2011 ICC Cricket World Cup), while being true to the brand tonality.



Creative Strategy:
Axe has a Primal and Playful tonality at its core and is known as a brand that makes women irresistible towards the Axe guy giving him an edge in the Mating game. Axe Googly is a limited edition variant timed with the ICC Cricket World Cup, that would leverage Cricket in an interesting and engaging way to bring back the ‘Mating game’ as top of mind for our TG.
Needless to say, this is to be done in a culturally permissible manner, without losing on Axe’s core promise! For our TG, one of the most important elements during any sporting tournament/event is to have a ready access to the Match Schedule. And keeping that need in mind, sprung the idea of a Match Schedule that depicts women of all different nationalities (representing the participating teams/nations at the World Cup) fighting with each other on that particular date, ingeniously implying they are irresistibly fighting for our Axe guy.
It is a simple, yet edgy articulation of The Axe effect, that is on-brand, timely, culturally sensitive and yet speaks to the TG.