The Communication Strategy:
Axe Shock is a reviving shower gel that helps guys overcome fatigue and continue the mating game. A variety of media was used, including online, TV, print, postcards, a movie trailer and sampling. But media didn't just communicate the product, it embodied it. For instance the 9 minute internet film let guys periodically determine the story's direction by making the hero either revive with the product or not. TV was episodic with a pair of commercials book-ended in a single commercial break, pivoting at a similar moment of choice. Internet banners, sampling, etc. also followed this choose-your-own adventure style.

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