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NEW YORK Bartle Bogle Hegarty today launched a Tetris-like online game starring “Pitman,” the disembodied armpit that cozies up to girls in print ads for Axe anti-perspirant.
The game, which extends the Unilever brand’s “Wear Axe and get the girl” strategy, requires players to fill complete lines with falling tiles containing animated, bikini-clad babes. High scorers can win one of 9,000 “pitalicious” key chains.
“The premise of [the Axe Effect] is that it helps you in the mating game or basically, you get loads of girls because you’re wearing Axe,” explained Matt Campbell, design and digital director at Publicis Groupe-backed BBH in New York.
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