Woman posing with a mascot


Brewco Marketing Group raised awareness for AXE through a product sampling program that engaged the target audiences at retail locations and more than a dozen university campuses across the country. The initiative created over 65,000 engagements with consumers and distributed over 15,000 product samples and 175,000 purchase incentives. Participating Kroger stores experienced a significant lift in products sold during the program timeframe.

The Challenge

AXE wanted to increase their brand awareness for young adults, one of their target consumer groups. They needed an engaging strategy to both educate and capture attention.

The Solution

Brewco Marketing Group created a “Back to School Challenge” contest for student organizations. AXE Brand Ambassadors infiltrated campuses for two days leading up to in-store retail demonstrations, and then executed 283 in-store demonstrations providing scent cards and purchase incentives.

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