Tuesday, October 2, 2012


We've all drooled laughed and grin at Axe's sexy, over-the-top TV commercials, wild publicity stunts, and its very trivial (and intellectual! lol) regular Facebook page updates. Now what if I tell you that Axe is turning over a new leaf by being "good" to mother nature in their latest campaign?

No more sexy? You're wrong!

Axe's latest campaign is "Axe Anarchy Island: Sexy Saves Boracay." The almighty word "sexy" is there. Happy?

The project aims to rally support for the preservation and promotion of the island of Boracay. "It's one of the most beautiful places in the world. We want to get more young people to care about Boracay by making this a cool and sexy cause to support," says Axe Brand Manager Gem Laforteza. And in true Axe fashion, they will be bringing Axe Girls in bikini to help out with the cause. How's that for sexy?

To celebrate the successful global launch of its newest fragrance, Axe Anarchy, Axe will be throwing a 3-day party in a private island in Palencia, Belize in the Caribbean Sea and two (a boy and a girl) brand ambassadors form the Philippines will be flown in to represent our country and of course, Boracay!

Axe Philippines will also be coming up with fundraisers to pool support for a clean-up mission in Boracay. Their first event is a sexy car wash they're calling "Axe Anarchy Bikini Car Wash," which will be happening on October 20, 2012 at the NBC Tent Grounds at the Fort. The Axe Girls will be washing cars in exchange for Php500 donations to the cause. All proceeds from the event will be matched by Axe Philippines and will be used to fund a clean-up mission.

"Axe Philippines will be donating one peso for every one peso raised during the carwash event," says Gem. "But more than the money, this is about getting people to shout out that they support the cause and that they want to keep partying in Boracay."

To join the Bikini Car Wash, or to learn more about the project, you can check out www.sexysavesboracay.com or the Axe Facebook page HERE.


  1. Great advocacy! Wish I could visit the island one day.:)


  2. I went there about 7 or 8 year's ago and you could really see the impact that the tourist trade was doing to it then! The tide at one end of the beach was bringing in some kind of sludge that I could only assume was being pumped into the sea and upon going around to the other side of the Island on a relaxing boat trip you are greeted to a huge rubbish dump!