Axe Grassroots hair care & body wash sampling on college campuses.
The Story: College guys care most about impressing the girls, and we’ve been glad to help them. AXE tapped Kaleidoscope to infiltrate the campus lives of college guys and spread the word about AXE personal care products. Through grassroots touch points on college campuses, Kaleidoscope created highly targeted and relevant sampling programs for a variety of product categories including hair care and body wash. We reached into college dorms, fraternities, athletics/sports organizations and specialty retail locations to help the guys clean up their act with AXE.
The Happy Ending: Since 2007, we’ve delivered samples to more than 1.5 million young adult males in various locations and environments. These have been extremely popular programs due to their relevant topic (personal appearance), convenient samples, and recognizable brand name. Which is why 86% of the participants in the 2010 shampoo college sampling program indicated positive purchase intent. In true brand form, AXE made an impact.