In 2011 the Axe business model was in trouble, growth was stalling and a generation of young men were not engaging with the brand. For the launch of Excite in 2011, the brand returned to form by embracing the universal truths that had once made the brand famous. The campaign embodied the ‘Even angels will fall’ idea, depicting beautiful angels renouncing their virtues after succumbing to the seductive powers of the Axe effect. Excite achieved global buy-in and unprecedented activation in 100 markets across the world. The campaign delivered a payback of €2.39 for every €1 spent and set the brand up for long-term growth