Axe dudes get downloadable date

One mouse click and a sexy widget named MINDI moves right in and get friendly.

Cheeky boy brand Axe has tricked out its new website,, with a sexy downloadable widget named MINDI (‘multi-interfaced new dimensional intelligence’) to decorate desktops and extend the Axe experience from the site. She joined the recently relaunched Axe site in late September. When users download her, they get a video experience of her ‘moving in’ to their desktops – she even unpacks her clothes including, of course, sexy lingerie.

When users turn on their computers, MINDI greets them and delivers branded content such as dating tips of the day. The plan is for some of those tips to eventually be user-generated. So consumers will be invited to submit both video and written tips for a chance to be distributed via MINDI (through an RSS feed). ‘It’s a great way to engage consumers,’ says David Allard, Axe brand manager at Toronto-based Unilever Canada.

Since the August relaunch, there’s been a 25% increase in site traffic, and average visit times have been in the double-digit minutes. The site was designed and built by Toronto-based interactive agency Dashboard. Allard says to stay tuned for even more developments in coming months.