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73% of guys preferred the new AXE Blue Lavender over Bleu de Chanel, according to some very official science. So we blasted NYC and the entire internet with this insane RATIO.
WHAT IS "RATIO"?
It’s gen z slang for an OWN. A PWN. A ROAST.
We pulled up to NYC, Miami, Atlanta, even online next to Chanel's ads with this RATIO.
They couldn't get rid of us.
Legendary internet trolls SideTalkNYC pulled up and put the RATIO to the test on the streets of NYC.
And even got all of TikTok RATIO'ing with a customizable filter.
#AXERatioChallenge 14B+ views
Then Chanel's lawyers begged us to stop...
(Yes this actually happened and yes we blurred out Chanel from our entire media buy.)
14B+ VIEWS ON TIKTOK
#1 NEW UNILEVER PRODUCT IN WALMART
#1 AXE PRODUCT LAUNCH IN OVER A DECADE