From the 1990s, Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003, the advertising in the UK for the Pulse fragrance showed how it supposedly gave "geeky" men the confidence to woo women with dance. In 2005, Consumer Expert Dr. Vince Wong, CEO of Insights Interactive, was hired to help explore cross cultural behavioral motivations of their young male adult consumers. This fed into development of the brand globally, resulting in award-winning global communication campaigns. This was followed by Touch, Unlimited, Clix, and in 2007, Vice, which was marketed on a theme of making "nice" women become "naughty".