Axe is teaming up with DJ Martin Garrix for a new music video. The collab centers around a limited-edition body spray that will appear in the music video and other promotions from Garrix. The personal care brand will also leverage Garrix’s substantial social media following to promote the launch of their Axe Music platform. The marketing move is part of a broader strategy to target teen boys via one of their biggest passions: music. (Ad Age, Campaign Live)
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