Promotions Group West created and implemented consumer immersion activities to hype the AXE brand before its launch. PGW implemented the ‘Trend Seeding’ placement program at more than 1000 bars, clubs and trendy boutiques in over 20 of the top cities, and a Mobile Marketing initiative geared to place the ‘AXE Angel Street Teams’ in high-traffic lifestyle locations for product sampling purposes.

The Mobile / Street Team Sampling Tour gave young men across America the chance to mingle with the ‘AXE Angels’ on the street and inside of the AXE Mobile Exhibit (‘the AXE Angels Casting Coach’). The ‘Casting Coach’ traveled the country tempting potential customers into sampling the products inside of the tour bus — after which the consumer would have their photo taken with the AXE Angels. All photos were entered into the “Axe House Party” Sweepstakes where the winner would win his very own house party provided by Axe partners. Promotion managed by PGW and CEO Russ Jones.