Then, they determined that The Insecure Novice would be their natural target, since he needs the most help in getting women, and would be easily persuaded into buying a product that could aid the woes of nerdhood.

Next came the ads themselves. The Axe TV ads proclaim that it will help you get chicks. And not just one at a time — their research showed that the ultimate male fantasy is to be irresistible to several sexy women.

The result? Axe became the #1 male antiperspirant/deodorant brand. It actually worked too well — they had to backpedal a bit from the image because Axe had gained a reputation as a product that only losers use. Also, high school kids would even totally douse themselves in Axe, getting the brand into trouble with some school districts.