The Ask

Get Gen Z boys in stores to buy AXE.

*this is a week-long sprint project

The Situation

Historically, AXE has a reputation as middle school boys’ “training” fragrance.

But does this go-to fragrance really have what it takes to recruit a new generation of consumers?

We took to Twitter, TikTok, and Instagram to identify Gen Z trends and overlapping emotional themes.
We found that Gen Z won’t hesitate to unfollow brands that give off a shallow vibe. In their eyes, buying from a brand is dependent on them buying into the brand.
When it comes to purchasing Gen Z is looking for brands that offer genderless options.
Which begs the question- is getting boys in stores really the strongest route for a giant like AXE?
AXE is currently used by 15.36 million people in the US.
If we take gender out of the mix they could reach all of Gen Z…
ALL 65 MILLION.
Experimentation is trending. According to Vogue international, Gen Z is actively curating their scent libraries and layering scents to create something truly theirs.
Gen Z is on a path to self-understanding, which undoubtedly requires room to experiment.
Because in Gen Z’s perspective, it’s not about smelling like a man. It’s about smelling like you- whatever that may look or feel like.

Prevent overuse and customize your scent with our 3-notch cap redesign.

Now users can meter sprays, and ensure they get the right blend every time.

The beauty of it is how customizable it is. Everyone has their unique blend, even influencers and fictional characters.

Scan me

Digital Ads

AXE is known for their provocative and somewhat humorous ads, but taking gender out the mix requires an adaptable call to action.

Bright graphics, that refer to scent profiles and verbiage that empowers users to use scent their own way. Ads will be found on Instagram posts and can be formatted for story and Youtube reels.

To get your own blend, use our AR filter to scan your vibe and find a combination to try that is so you.

The AXE-perimentation Lab

AXE has never been the kind of body spray you test in stores [talk about an AXE bomb]. Not anymore, with the AXE-perimentation Lab you can try out a blend, print out a tester, and build a custom AXE blend that’s uniquely yours. A PR stunt baked into a lab, the Axe-perimentation Lab will appear in a handful of major cities, e-gaming competitions, and destination malls.