Marketing: Just for Dudes

AXE BODYSPRAY'S SUCCESS WITH TEEN BOYS IS MAKING ITS COMPETITORS SWEAT

Vladi, a senior at the University of Florida, was lounging around at his Phi Gamma Delta fraternity house when he remembered the laundry he had left in the Laundromat overnight. His forgetfulness was about to land him a job. When he grabbed his clothes from the dryer top, the first thing he noticed among his socks and boxers was a black thong. "I was like, 'Well, this isn't my size!'" says Vladi, 22. Then he read the white lettering on the front: DO YOU HAVE WHAT IT TAKES TO BE THE NEXT AXE AMBASSADOR? "I said, 'Yes, I do.'" Vladi sent...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!