An OOH campaign turned into an interactive sampling experience.
All-body deodorants were becoming the category’s new obsession, threatening to let competitors invade AXE’s fragrance territory. But while the category talked about “whole body”, young guys were already using AXE in the most taboo places regular deodorants were never made for. AXE needed to own that behaviour before anyone else did.
To make smelling good down there the new code of attraction.
‘Scratch and Sniff’ transforms one of man’s most primal instincts into a live product demo. By using special scented ink that releases fragrances once scratched, we created a series of billboards inviting people to scratch some balls to try our new Lower Body Spray fragrance. A campaign that turned heads, raised eyebrows, and set social feeds ablaze, but was impossible to ignore.
