Axe is giving away FIFA World Cup tickets to draw in young consumers. The campaign is launching with a new line of limited-edition products with themed packaging at Walmart. Promoting the brand’s ethos of being confident by smelling good, Axe announced a TikTok sweepstakes that requires entrants to film themselves asking someone out while wearing their most extra World Cup outfit—and mentioning Axe, of course. Selected winners get the opportunity to experience a World Cup match, and bring their date. Axe also partnered with The Pointer Brothers—a popular social media duo known for their comedy skits—to promote it. By leaning on humor and Gen Z’s desire for IRL connection, Axe has been working to meet young people where they’re at online and helping them beat their fear of cringe. (Marketing Dive)
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