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Stockholm, Sweden — April 15, 2014. - The deodorant brand AXE recently launched a new campaign, “AXE Peace,” a campaign that led the brand in a new direction. One of the campaign’s television spots has already gained a lot of attention and has been widely spread via social media. The message – “Make Love, Not War” – is clear, and in order to put action behind the words, AXE has chosen to invest in the eSports world and form a close collaboration with Sweden’s pride and Dota 2 World Champions, Alliance.


Axe_PR_Logo“Many people associate “gaming” with violence when eSports reality is one of the most peaceful things youths can do,” says Louise Edström, Nordic Brand Manager at AXE. “It would be practically impossible for us to launch this campaign and not connect with the eSports community and all the positive connections that the phenomenon of Esports creates. Just look at the DreamHack and how fantastic it is compared with other festivals.”


“We love eSports – not just the competitions, but the lifestyle itself. That’s why we were so excited when AXE presented “Make Love, Not War” to us. Because if there is one thing that characterizes eSports, it’s the unity, the friendly atmosphere, and the idea that everybody regardless of background, age, or color is always welcome.” Says Jonathan ”Loda” Berg, team captain Alliance Dota 2.


The collaboration and sponsorship will immediately see all Alliance players, including the Dota 2 TI3 world champions, outfit with AXE Peace brand and deodorant for all of their upcoming tournaments and leagues.


For an interview with Loda (Alliance):
Fredrik Perlskog at the PR agency Kelly and Pling
Mobil: 070-359 33 87


For more information or an interview please contact:
Louise Edström, Nordic Brand Manager AXE
Mobil: 070-973 75 90


You can also find more information under #axepeacesweden


Join the discussion


15.04.2014 @ 8:46 AM

AXE sponsoring an eSports team such as Alliance is definitely a great initiative. May many more companies get attracted towards DotA 2 and sponsor other teams as well. All the best :)


15.04.2014 @ 9:39 AM

Feel the axe of Axe!
Taste the Axe. Not this Axe, that axe!


15.04.2014 @ 11:38 AM

Instapick Axe pick at TI4 confirmed


15.04.2014 @ 1:14 PM

Akke could probably be in a real axe commercial.


15.04.2014 @ 2:08 PM

Good luck!I believe in your power.


15.04.2014 @ 2:21 PM

I hope Alliance will perform and get ready for TI4. I’ll always support your Alliance and with AXE sponsorship will make Alliance team win this TI4. :)


15.04.2014 @ 5:40 PM



15.04.2014 @ 7:35 PM

Hurray! Froggen will not longer smell like frog!


11.11.2014 @ 1:52 PM

Hi guys! I know the changes happen, so I want to ask you for the testing a standin’ role in team. Please reply

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