Axe

Hangover Recovery

The Challenge

To help Unilever’s Axe launch a new line of shower gel, Recovery, that promoted invigorating electrolytes that could cure any hangover.

Our Solution

VerveLife developed an innovative music mixer that helped determine the severity of a user's hangover, and provided them with music to aid in their recovery.

The promotion was launched at bars in 9 markets around the US where brand ambassadors, disguised as nurses, distributed Axe branded download cards and used PDA and mobile components to drive guys, ages 21-24, to the custom Axe branded website.

On the website, users turned dials and flipped switches to indicate how much they drank the night before and how they felt in the morning. Based on their inputs, the Hangover Recovery Mixer delivered a 10 to 14 track professionally produced mix to match their hangover level to ultimately help them recover.

The Hangover Recovery Mixer hit a lifestyle brand bulls-eye getting the word out about Axe's Recovery Shower Gel and helping guys through rough mornings with music.