Axe’s ‘Smarter Way Out’

In 2006, Axe Body Spray pulled off a stunt that was cheap to execute, impossible to ignore, and perfectly matched to their edgy, irreverent brand identity.

Strategy:

The brand placed custom stickers over those standard, “running man” emergency exit signs. But in the Axe version, the exit figure wasn’t just running—he was being chased by a frantic crowd of women.

By “hijacking” a familiar safety symbol in high-traffic areas like bars and clubs, Axe grabbed attention instantly. It was a visual that landed squarely in their established brand world: if you wear Axe, you’re the one being chased.

Results:

The stunt didn’t just generate buzz; it reinforced Axe’s identity as bold, clever, and rebellious. Because it was placed in the exact environments where their target audience was already hanging out.

Takeaway: