AXE and The Martin Agency Launch First Global Campaign

25 May 2021


Tapping into Gen Z’s expansive definition of attraction, confidence, swagger, and scent are on display in AXE’s campaign, the “New AXE Effect,” from The Martin Agency. Tailored to the U.S. market, the campaign is the first piece of content in a multi-market, global repositioning of the brand and new product launch.

When asked about the new spot, AXE Brand Director Mark Lodwick said, “At AXE, we know guys everywhere can relate to the desire to put their best foot forward in the dating game. The New AXE Effect shows the evolution of our past creative and gives our guys the opportunity to smell good and feel confident so they’re ready for all possibilities of attraction.”

“The New AXE Effect” reveals inventive product formulations and fragrance to help spark confidence and attraction for all. Its revolutionary new Dual Action technology, found in AXE body spray, goes above and beyond traditional body odor prevention and fights body odor for 48 hours.

The campaign also sports AXE’s new, innovative look. Created by an award-winning graffiti artist, the design was implemented across its body spray, body wash, antiperspirant, and deodorant lines, and introduced a new cleansing format.

Read more in Adweek.