The brand proves that men's care can be not only cool, but also modern, edgy and multi-faceted. For younger consumers in particular, AXE has become something of a big brother. One that encourages them to be self-confident, to try things out and to feel attractive in an individual way.
We love men! But we don't believe in outdated clichés at all. In our big multi-media content campaign for AXE, we clean it up and inspire men to celebrate their individuality - beyond stereotypes and role attributions! Our strategy? Instead of hiring professional models, we work with three unconventional types whose hallmark is their authenticity. Their mission? Communicate to the consumer: You are the most attractive man there is! In addition to the Out of Home campaign and Influencer Marketing campaign, we also had an ace up our sleeve: the 1st AXE magazine! On more than 100 pages we celebrated very special people who simply do their thing. The magazine was launched with a big release party and is available in selected cafés, shops and bars.
Too analogue? The magazine was also extended into digital content.