The spot launched on March 13 and can run throughout broadcast and streaming networks, with a focus on primetime sporting and leisure programming along with social, the place the model lately launched its massively profitable “Ratio Problem” marketing campaign, which has amassed a powerful 8 billion views on TikTok since its Feb. 23 launch.
Biggest (launch) of all time
The gutsy multichannel advertising and marketing marketing campaign kicked off with a 3D billboard takeover in Occasions Sq. boasting some surprising-but-true stats (based on the model), testifying that 73% of individuals in a blind scent check most popular the brand new Axe scents compared to their premium perfume counterparts from luxurious manufacturers Chanel, Versace and Polo Ralph Lauren.
The model then inspired followers to “ratio” different issues they thought Axe smelled higher than by typing their solutions into their TikTok filter, which might then put the consumer’s face and reply on a can of the perfume. Gen Z comedians Preacher Lawson and Adam Conover and TV and movie character Chanel West Coast kicked off the TikTok problem on their accounts.
“Over the previous few years, we’ve put an enormous emphasis on higher understanding the Gen-Z male and exhibiting up in a method that’s genuine to them, so we love that they’re resonating with our marketing campaign,” says Gregory of the response.
A scents-ational return to a method that works
Whereas Axe has embraced a whimsical strategy to their advertising and marketing, they’re taking each their funding within the Gen Z buyer and their return to their perfume roots very critically.
The Unilever model recruited Givaudan and Firmenich—two of the world’s high perfumers—together with Ann Gottlieb, a famend perfume developer who honed her craft beneath Estée Lauder, to formulate the 5 scents: Blue Lavender, Inexperienced Geranium, Aqua Bergamot, Golden Mango and Pure Coconut.
