AX has decided to address one of the most discussed and ironic topics of recent years, overspraying, or the tendency – especially among younger people – to exaggerate with body spray to the point of creating a real cloud of fragrance.
With the new global campaign The History of Overdoing Itthe brand decided to overturn storytelling, starting from excess, staging a prehistoric setting in one of the commercials in which a man clumsily tries to conquer a woman by displaying a fish, a metaphor for an out-of-place approach. The narrator suggests a more effective solution: use AXE, but in the right way.
A new technology
At the center of the relaunch, mainly in the USA, there is in fact a concrete product innovation: a new dispensing technology that promises a lighter, more controlled and precise application. A direct response to the main feedback from consumers, who over the years have associated AX with excessive use. In addition to ensuring greater precision, it allows up to 10% more sprays per can, increasing the perceived value. In parallel, AX expands the ‘Fine Fragrance’ line with the new Midnight Amber fragrance, strengthening the brand’s more premium positioning.
The campaign will follow a social-first approach, with activations on TikTok, Instagram, Snapchat, YouTube and streaming platforms, and will be supported by content with influencers and further creative variations throughout the year. An operation that is not limited to correcting a defect, but aims to redefine the relationship between brand, product and new expectations. The campaign will follow a social-first approach, with activations on TikTok, Instagram, Snapchat, YouTube and streaming platforms, and will be supported by content with influencers and further creative variations over the course of the year.
