GMR

Through an unprecedented, end-to-end marketing solution, extend the excitement of the North American launch while proving that the brand understands guys' lifestyles, values, and interests.

"The AXE House Party: Hundreds of Girls, Rockstars & a Beach House." Immerse consumers in the brand lifestyle at the ultimate house party at a mansion outside Miami featuring today's hottest music, TV, and lifestyle celebrities. Deliver through an online sweepstakes. Further the reach of the event by turning it into a 1-hour TV special airing on "The New TNN."

22% increase in general brand awareness among 11-24 year old males following the promotional period. 3.0% to 3.7% dollar share increase (within the AP/Deo category) following the promotional period. 115 million amplification impressions through PR.

Awards: Winner of two 2004 Gold Reggies, "New Media Promotion" and "National Consumer Promotion (1MM-5MM budget)" categories.