We discovered a universal truth: in the mating game, there are people whose mission in life is to cause guys to lose their cool and the girl. They are the Gamekillers. We created a dozen of these cock-blockers and taught guys how to beat them: keep your cool with Axe Dry. We launched with a scripted reality TV show where a real guy goes on several dates with a girl, but Gamekillers try to ruin his game. Branding was subtly embedded as content within the show and offered tips on beating the Gamekillers.
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