Axe Pheromone Business Cards
Unilever Canada’s AXE marketing team members have managed notched up their confidence level with the development of business cards infused with pheromones. Team members provided a sample of their sweat at the height of physical exhaustion. Chemicals associated with social attraction were taken from their sweaty headbands were isolated in the lab before being distilled into a concentrated solution. The pheromones were infused into business cards, allowing the cards to communicate far more information than just a phone number and email address.
“Find this card surprisingly irresistible? It’s the world’s first pheromone-infused business card. My pheromones captured at their pheromoniest. Keep this card safe. I am not responsible for any overwhelming attraction resulting from its possession.”
The Pheromone campaign was developed at Union, Toronto, by partner Subtej Nijjar, executive creative director Lance Martin, associate creative director/art director Glen D’Souza, associate creative director/copywriter Mike Takasaki, agency producer Julie Riley, account director Kimberlee McCormack, account manager Rhiannon Enss and science advisor Rudolf Furrer, working with Kyle Millar, Brand Manager – AXE at Unilever Canada.