Martin Lindstrom charts the rise and fall of Axe's ad campaign:
[T]he brand's early success soon began to backﬁre. The problem was, the ads had worked too well in persuading the Insecure Novices and Enthusiastic Novices to buy the product. Geeks and dorks everywhere were now buying Axe by the caseload, and it was hurting the brand's image. Eventually (in the United States, at least), to most high-school and college-age males, Axe had essentially become the brand for pathetic losers and, not surprisingly, sales took a huge hit.
from Wayne's shared items in Google Reader http://feedproxy.google.com/~r/andrewsullivan/rApM/~3/Je7384d2OKg/axe-hoisted-by-its-own-petard.html