New ‘Axe Provoke’ in Sri Lanka

The much-hyped Axe brand has once again raised the bar. At least in terms of marketing, with the recent launch of the new Axe Provoke deodorant resulting in over 30,000 Facebook likes, 2,500 unique fan conversations and over 50,000 points of contact with fans. All over the course of just 10 days via the intensive “Even Angels will Fall” launch for Axe Provoke.

Culminating with a sold-out launch party for the new Axe Provoke at Buba Beach Mount Lavinia on May 18th, the “Even Angels will Fall” series of surprise ‘appearances’ kicked off just ten days prior with Fallen Angels Evangeline, Angela, Celeste and Daphne turning up, unannounced, at the Iron Man 3 evening premiere, in a stunning fashion.

This level of excitement continued via a Facebook fan page where photos of, and messages from, these heavenly creatures, as well as pictures from their surprise ‘appearances’, were posted to be commented on.

Then, the campaign kicked it up another notch as the Fallen Angels continued their surprise ‘appearances’ at all of Colombo’s hottest venues.

They were seen at the Sky Lounge at the Kingsbury hotel, Seven Degrees North and the Library at the Cinnamon Lakeside hotel, the Union Bar at the Hilton Residence (formerly JAIC), and even night clubs like R&B and KAMA.

Here, they informed guests about the party and why they should come, as well as even giving out samples of the new Axe Provoke.

A few lucky patrons were even personally invited by the Fallen Angels to attend the new Axe Provoke launch party as guests of the Fallen Angels.

Commenting on the launch of the new Axe Provoke, Unilever’s Brand Manager for Axe, Gayan Rupasinghe, said; “Everything that was done to launch this new deodorant was done differently. Since Axe Provoke is presently the number one variant across the Axe range of products, we wanted to do something big, especially since the last big campaign for Axe locally was five years ago.