I think AXE has to be credited for keeping their communication fresh with sexual yet youthful effervescence, without however looking risqué.
They first identified the problem- Most young men today find it difficult to approach young women for the fear of being rejected or even worse for the fear of being laughed at. AXE has gone out of its way to help these young men out, their communication totally scrapped the belief that being ‘cool’ is not the be all and end all of dating.
For this AXE set up an online training school to groom these clownish men and they did so by making the dos and don’ts of dating loud and clear. The ad said no matter what you do AXE will make you look cool anyway. Body odor is a total turn off and a complete no no in dating.
The initial phase of their communication showed a man pull off stupid moves (with aplomb) at a club, which became the hottest moves in town, the man soon found women falling all over him. The dance was popularized through their online training school, it was taught at dance schools and published in newspapers and magazines.
In their second phase AXE gave losers a passport to visit AXE land - an island that’s teeming with gorgeous women. This dream island is just a spray away and guarantees to titillate ones senses. What more is, one doesn’t need to know how to strum a guitar or play football!!! And for all the others who can’t make it to AXE land there are loads of goodies to be won.