Axe is the latest brand to resurface their Y2K identity. Axe has not been afraid to address being known for overpowering scents in boys’ locker rooms, recently introducing new can designs that “control” the spray better. Now, they’re bringing back three scents from their archive— Kilo, Touch, and Anarchy—with a new campaign. But the ads are not the intensely masculine vibe they were in the same era. The new spots feature guys turning into their younger selves after a girlfriend smells their Axe and says, “I wish I’d met you earlier,” tying in the message, “You got better. So did we.” The brand is also working with influencers for Y2K skit content that once again, does not shy from over spraying as an identity. Combined, they emphasize how the brand has improved and matured with its customers, and aims to be the confidence-inspiring fragrance for Gen Z, too. (Business Insider)
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