Choose Your Signature

Hindustan Unilever partnered with us to launch two new Axe Signature limited edition variants in 2015: Axe Champion and Axe Maverick. These two variants were launched in tandem with the launch of Marvel Studios’ Captain America: Civil War. The campaign leveraged on the movie theme of ‘Choose Your Side’, Iron Man or Captain America. Axe Champion represented Team Captain America and Axe Maverick was Team Iron Man. The premia received huge traction at retail resulting in stock getting sold out within no time.
Rahul Sachdev, Senior Brand Manager, Axe
“I wish we would have a longer period of association with Civil War. My retailers are asking for more supply”