Axe is leaning into their reputation of young men going overboard with it. In their new “The History of Overdoing It” campaign, the brand is debuting a new can designed to spray less product. This new packaging is both shedding the classic stereotype of overused Axe pouring out of middle school locker rooms and promising more use out of one can—without losing the longevity of the fragrance. The campaign is positioned as an educational lesson in the ways “overdoing it” has always happened in dating, but that a good scent can remedy it. Axe has targeted Gen Z boys with humor on socials and relatable content about dating confidence for years now, which has helped their brand affinity score, according to YPulse’s Brand Tracking reports. (Marketing Dive)
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