The Story of Bom Chika Wah Wah
photo courtesy of Jennifer the Intern
It's a simple sales pitch, really: Hey, dude, spray Axe deodorant all over your body, and you will become irresistible to beautiful young women. But what Russell Taylor, the Axe vice-president, proposed doing with that straightforward idea was ambitious. He wanted to turn it into a truly global marketing message, one that would work in all 75 countries where Unilever sells Axe. The solution that came back from advertising agency BBH was to invent a new phrase that guys would hear as an international expression of lust—a female wolf whistle heard 'round the world.
The moment of truth came on Feb. 27, 2006, at a high-pressure meeting in a spacious conference room at BBH's