Since the very beginning of its presence on the Polish market, Axe brand has been communicating in a brave and bold way. One of the examples of such activities was the campaign accompanying the launch of AXE Dark Temptation – a new fragrance. For the purposes of the campaign, we designed a website that imitated a regular news portal, and created the character of Chocolateman who became the key graphic motif of the campaign. The website itself and the materials displayed complemented the story of the hero’s phenomenon. The campaign was very popular – on the first day, the website was visited by nearly 0.5 million users (2008). Also, a number of mysterious movies with Chocolateman appeared in Gadu Gadu video streaming.