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This Week’s Most Bizarre Branding Move: Axe’s Pheromone-Infused Business Cards. Gag.

In case Axe‘s incredibly misogynistic and epically douchey ads and overpowering fragrances don’t make you gag enough, here comes the brand’s newest campaign: “Pheromone Business Cards.”

In the promo video below, we see “Axe associates” (every frat boy’s dream job) working out while wearing sweatbands. The secretions collected in the bands (ugh, I can’t even write this without nearly losing my breakfast) are then extracted by “scientists” who go about “isolating their essence, distilling it into a concentrated solution that could only have come from that specific axe associate.” That solution is then infused into business cards stamped with the gross proclamation, “Infused with the essence of (name here).”

The idea, as the spot explains, was to create a business card that goes beyond communicating an associate’s contact information, and instead “communicates the very essence of that person’s attraction.” As such, it’s designed to be “a card that may attract more than just business for our associates.”

Yeah. Like a slap to the face and panicked use of hand sanitizer.

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