So Unilever’s Axe, also known as Lynx in the UK have knocked up a microsite (thefixers.com) to help them promote their wide range of male grooming products.
Axe/Lynx have focused the brand at the particular laddish lifestyle of it’s typical consumer demographic (young blokes) and this new site does just that. Tapping into the unpredictability of the typical lads lifestyle they mention from their research that the only structured thing about it is the need to ready for anything that could go down. They claim that their body wash and sprays fix guys minds and prepare whatever they may face in their hectic social lives!
It’s a good little branding exercise, the prank site allows users to upload videos of their mates getting pranked in particulary laddish ways, such as the ’shock’ wakeup when they pass out at partys.
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