Challenge

Media engagement around the largest product launch in Axe history, Axe Apollo, a full line of mens' personal care products.

Solution

Our Impact Mailer arrived on media desks locked with a countdown clock and custom invitation to the launch at New York City's Hayden Planetarium. Inside the envelope, the editor was given the code to the lock, which when opened, revealed our metallic silver space bag, complete with branded astronaut helmet and the full line of Axe Apollo products. Over 112 media attended from 67 media outlets around the world. Buzz Aldrin was even there to welcome the media!

Media Impressions

(Adobe Acrobat PDF Download )