Axe: Upfront marketing

Axe gets to the heart of the passion behind the World Cup…or at least just slightly above the heart.

A clever bit of opportunity marketing, which utilises the overenthusiastic Paraguayan lingerie model – and World Cup cameraman’s favourite - Larissa Riquelme.

Unfortunately Paraguay's World Cup journey has ended. However, it will be interesting to see if Axe intends to follow through with this campaign in line with Larissa's Paraguayan win promise which she has decided to uphold despite her team's exit.

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