Right after being vaccinated, guys could find an Axeination centre just crossing the street. There, they could get Axeinated and power up their security measures to get close again. Obviously, they also received an Axeination certificate so everyone could know that they were fully protected to get back on the game. This campaign offered guys a new way to experience Axe’s products while also elevating the vaccination moment with a fun proposal, 100% aligned with the territory of the brand.

When the debate around vaccination broke out in the US, Axe found out that people were using the hashtag #vaccinated on their dating profiles. But being vaccinated wasn’t enough to get close again, guys also need to smell great. That’s why we launched a campaign inviting guys to “Get vaccinated, then Axeinated”.

While fake news and the uncertainty were making it hard for guys to trust the vaccination campaigns, this idea encouraged them to get back on the attraction game with ALL the safety measures. The brand took a stand in a complex discussion to support the healthcare experts and make an action to help more than 10.000 guys get vaccinated, then axeinated, especially where they were most suspicious. The objective of this campaign was to connect Axe with its consumers (Millennials and Gen Z).

We invited guys to get their Axeination kits online to get axeinated and smell great when they get closer again. The kits were sold out twice in 24h. Then, we installed an Axeination centre next to a vaccination centre in Georgia, the city with the smallest percentage of young people vaccinated in the US, to encourage them to get back on the game safely.

The PSA was aired in the main channels all over the US. It was also published on Axe’s social media platforms, and shorter online videos were targeted to our audience through paid ads.

The objective of this campaign was to connect Axe with its consumers (Millennials and Gen Z) after a year of lockdowns and social distancing. Axe needed to remind guys the importance of smelling great, while reinforcing the attraction territory for the brand. With this background, we aimed for a campaign that could put the brand back in the conversation with its characteristic humour tone.

We got in touch with guys using the hashtag #vaccinated on social media to invite them to get their Axeination kits. And then, we installed our Axeination centres next to local vaccination centres.

The campaign started with a Public Service Announcement (PSA) communicating the new security measure to get closer. Guys could ask for their Axeination kits on our website, and even get to the Axeination centre after getting vaccinated to get full protection to get closer again.

The campaign was run in the US market. But since the brand is international, we got 456 million global impressions. Then, the campaign was adapted for other markets in Latin America. “Get vaccinated, then axeinated” was aired from 20th June till 20th July 2021.

This Campaign got axe once again in the middle of the conversation. The country’s most important media outlets echoed the campaign, generating 4.4 million dollars in earned media. Also, the campaign had a total of 456 million global impressions.

The kits available in the online store sold out twice in 24 hours, achieving that more than ten thousand men got “axeinated”. And although we don’t know the exact amount of “swipe right’s”, we know that millions of young Americans could get together will ALL of the security measures. The result of this action was so positive that It was replicated in different markets.

When the US government launched its vaccination campaigns, fears and fake news started to spread around the country. Especially, between the younger people. So many of them were avoiding the vaccines. The state with the less percentage of vaccinated young people in the US, was Georgia. This encouraged us to put our first Axeination Centre here as a way to support the vaccination campaigns and bring confidence to our consumers. In this context, our prints were a straightforward invitation to get full protection to get close again.