AXE: The Find Your Magic initiative

AXE, a men's grooming brand, used an earned-centric, social-by-design program to extend its Find Your Magic campaign in the US and improve its brand image by providing men with a recourse to confidently express themselves.

Campaign details

Brand: AXEAgency: Edelman

Summary and Challenge

Men's grooming brand AXE – notorious for reinforcing increasingly outdated stereotypes - had become synonymous with a reviled 'douchebag' culture. Worse yet, its reputation rendered it irrelevant to the very demographic it wanted to reach – America's current crop of teenagers (Gen Z), who espoused a more inclusive, gender fluid worldview.

It was time to make a bold move. AXE has always been about helping guys feel more confident, but how that's come to life has evolved in recent years. In 2016, AXE re-launched with a bold new point-of-view...

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