Introducing Axe humor and fragrances to a new generation of consumers.
Axe was once the youth brand. But as culture moved on, the brand became tied to outdated codes. In trying to change, Axe lost the humor that made it famous and the business paid for it. The only way back was to stop trying to be relevant and start being impossible to ignore.
To make absurd humor the new language of attraction.
The Power of a Fragrance put AXE’s scents back at the heart of absurd attraction stories. In Robbery and Funeral, fragrance becomes so irresistible it can derail a crime scene or turn a funeral into a love story. Dark, cheeky and deliberately close to the line, the platform made AXE feel funny, provocative and unmistakably attractive again.
