Axe begins street poster promotion
By Rob Bale
Unilever has begun a promotion for its Axe Fine Fragrance product line. The campaign makes use of street posters in Toronto depicting four real local men seeking dates. Each poster incorporates a scent from the product line. Interested women can scan a QR code to participate. At the end of the promotion, each of the men will select one entrant to take on a date “inspired” by the scent. The campaign is being supported with social media content.
“Axe has always been about giving guys confidence, and our latest research uncovered the dramatic impact scent has on Gen Zs confidence,” said Oje Akhiojemi, senior marketing manager at Unilever. “Since scent plays a powerful role in attraction, we created this campaign to give Gen Z a fresh take on dating. One where chemistry starts with a sniff, not a swipe.”