AXE wanted to make a big splash with college students around the launch of their AXE Face line of products — including a face wash, shave gel, and post-shave hydrator. AXE’s goal was to drive awareness and trial through authentic integration into spring break.


YMC, in partnership with agency Sub Rosa, brought the AXE Face brand to life by creating a multi-channel experience in Panama City Beach, FL that lived daytime and nighttime, on the beach, in hotel rooms, and at the most popular bars and clubs in town. The program featured:

  • The AXE Face Cube, a revitalization structure on the beach complete with face-washing stations, and personal skin consultation tips
  • An AXE Face step-and-repeat with instant print photo-booth, linking the physical activation with digital engagement through an automatic upload to the Axe FaceScore Tumblr
  • Hotel takeovers with AXE Face check-in experiences and non-traditional media
  • Street team sampling promotion across the top daytime and nighttime venues in Panama City Beach


  • Over 2 million direct impressions and 15,000+ daily interactions with US college students
  • Statistically significant coupon redemption (9+%) at key retailers
  • Thousands of branded photos printed for spring breakers and automatically uploaded to the AxeFaceScore Tumblr
  • Distribution of over 30,000 Axe Face samples
  • 85% brand recall and 72% experience recall amongst spring break attendees