Axe is encouraging young consumers to “Get Axeinated” before hitting the dating scene. Unilever’s latest Axe campaign is the latest to join the list of brands incentivizing people to get vaccinated by telling hesitant Gen Z that “being vaccinated is hot.” Axination Kits that include body spray and an Axeination Certificate are being offered to vaccinated individuals, and the brand is also setting up Axeination Stations in Georgia where vaccine rates are particularly lower than other U.S. locations. With young singles now being able to show their vaccine status on dating apps, being vaccinated is indeed “hot,” and young singles are using vaccine status as a deciding factor for wanting to go out. (Marketing Dive)
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