My Weblog

sold out!

Convenience store ampm in Aoyama is sold out of all Axe after day three of being on the market...

Axe hits the streets!

We decided to hit the streets to see how Axe was doing in the fight for shelf space. Still not up to full distribution capacity, it wwas doing much better in some stores than others.

It was the first display we noticed on entering drugstore giant Matsumoto Kiyoshi- the vertical rack along with a bigger unit that had a somewhat improvised back display. Good instore presence here, albeit nestled between the toothpaste and women's deodorant!

 

One stop-shop Donki-hote (sic) didn't disappoint with a full TV display outside showing the all the TV ads. Inside the product wasn't quite as good, but still good amount of shelf space. To be continued...

   

lessons in Axe

Max the Mannequin and Gamou-san from the Axe TV ad are reunited on the website- and this time Gamou-san has brought some friends.

Axe arrives in Japan

It's here...Oriental Radio star Shingo felt the Axe Effect when he dared to spray some on at the launch event at LaQua, near the Tokyo dome.

AXE PR bonanza on Obiraji-R, TV show

This has got to be one of the most incredible PR spots for a brand launch ever!! Funky young presenters Oriental Radio gave Axe (and Unilever) a monumental big-up last night on their TV show, Obiraji-R (TBS), with the brand clocking up a good 10 minutes airtime. Great performance from Unilever Japan's Victor-san and Hanamizu-san. Even if you don't know any Japanese, it pretty much speaks for itself...

Download obirajirAXE.mpg