Axe is targeting Gen Z males with its “New Axe Effect” campaign, reimagining what attraction looks like for a “generation of men who are notoriously open-minded.”

Axe is targeting Gen Z males with its “New Axe Effect” campaign, reimagining what attraction looks like for a “generation of men who are notoriously open-minded.”After trading in its “Axe Effect” slogan for “Find Your Magic” five years ago to leave machismo behind when marketing to Millennial men, Axe is once again evolving their approach with its “New Axe Effect” campaign, taking a more inclusive view of attraction. While the old “Axe Effect” ads notoriously showed women swooning and chasing down Axe users, the new spot, “The Walk,” shows a man (spritzed with Axe body spray) attracting the noses—and sights—of everyone he comes in contact with—men, women, the elderly, and even a dog. The brand’s refined approach to marketing to young consumers comes at a time when Axe’s parent-company, Unilever, is working to highlight the causes young people care most about (social justice, climate change, gender equality) in its messaging. (Marketing Dive)