The sweetest things on earth driven mad with jealously because of Axe’s new fragrances.
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 But as culture moved on, the brand became tied to outdated codes.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. Now we had the challenge of reconnecting with a Generation that doesn't care a lot about what brands have to say.
To make absurd humor the new language of attraction.
Sweeter than the Sweetest turned a simple product benefit, sweeter premium fragrances, into an absurd attraction story only Axe could tell. If the new Axe smells sweeter than anything on earth, even babies, dogs and teddy bears would be consumed by jealousy.
