To give Axe a voice with urban black youth, we didn’t make an ad, we launched a band. No Ghetto Guy will ever get a ‘Cheesegirl’ (a colloquialism for more affluent girls who could afford cheese on their school sandwiches). We launched a band called The Cheesegirls with music tracks, a music video and a PR campaign. The music video netted 43% reach of target market via MTV, music tracks yielded nearly 1 000 minutes of free airtime and the campaign enjoyed R12.5m PR value.