A recent ACNielsen consumer survey showed most of Thailand's Internet population to be male university students and first-jobbers. This group represents 1.7 million people, or 22 per cent of the overall Internet population. Among the things they most like to do online is flirt with girls, with 11.6 per cent naming chatting as one of their top five online activities.

Piyanut Panpiemras, Unilever Thai Trading's marketing director for deodorants and oral care, said, "We're offering free live chat with 10 Axe girls, to engage metrosexual first-jobbers and university students in the brand and drive the trial for AXE Vice. These young men live modern lifestyles and love to use the Internet for news and entertainment.

"In addition to traditional marketing, we'll use integrated digital media to alert our target consumers about the arrival of AXEVice while encouraging them to experience the product."

AXE Vice is aimed at reflecting the characteristics of young men who enjoy being popular with women. Its package has a bold red design, and its scent is light.

The deodorant is available at stores and supermarkets nationwide in four sizes: 150ml spray for Bt130, 60ml spray for Bt60, 40ml roll-on for Bt55 and 25ml roll-on for Bt38.