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.
Then Axe faced another big problem. Insecure high-school students had been so convincingly persuaded that Axe would make them sexually appealing that they began completely dousing themselves in it.... It got to the point where the students were reeking so heavily of it that it was becoming a distraction at school.This is akin to the marketing problem affecting Schlitz beer. It's become so associated with losers that few people will admit to using it; and, of course, the people who use it tend to reek of it heavily.
On the upside, both for Axe and Schlitz, both products are very likely to be available at your local store. Somebody is still forking over cash for the stuff. As long as that continues, hey! You're in business.