AXE Motivates Guys to Get Vaxxed, Then Axed and Back Out into the World Through 'Get Axeinated' Campaign

Brand to distribute "Axeination Kits" featuring their iconic body spray to help guys smell great and spark post-vax attraction

News provided by

AXE

Jun 21, 2021, 09:00 ET

ENGLEWOOD CLIFFS, N.J., June 21, 2021 /PRNewswire/ -- Let's face it, getting vaccinated is hot... who knew being vaccinated was such a trending topic in your dating profile? And although getting vaccinated may be the newest relationship status to spark attraction, some young adults have yet to get their shots. In fact, more than half of Gen Z adults said they were not in any hurry to get the vaccine*. With young guys dropping the ball on their grooming routines during quarantine combined with their vaccine hesitancy, guys don't have the tools to engage in a summer of attraction.**

As the leader in men's grooming, today AXE is launching 'Get Axeinated,' a program to help increase Covid-19 vaccine rates among young guys while also helping them smell great and stay safe, so they can reenter the dating world with confidence.

NEWS CONFERENCE AD SPOT
AXE's new digital ad spot, a light-hearted parody of a traditional press conference, highlights the importance of getting vaccinated as well as the role that fragrance and attraction can play in getting back out in the world and giving guys confidence. In order to get close again this summer, getting vaccinated is just one piece of the puzzle and AXE wants guys to know if they want to get back into the dating world, they should also Get Axeinated. The video drives viewers to Axeination.com where guys who have been vaccinated, or intend to, can claim their Axeination Kits. The ad spot was concepted by LOLA MullenLowe and will live on digital platforms across the U.S.

AXEINATING ON THE GROUND...
Additionally, to help create excitement around getting vaccinated, AXE is stopping in Georgia, where vaccination rates are among the lowest in the country, especially among young people who are just gaining access to COVID-19 vaccines.*** The brand will host an in-person "Axeination Station" in Atlanta on Tuesday, June 22^nd. Those interested can visit The Atlanta Beltline from 5:30 to 7:30 PM EST for a chance to get Axeinated in-person and receive an Axeination Kit to take home.

TAKING AXEINATION ONLINE...
AXE will offer an online Axeination Kit giveaway, launching Monday, June 21^st, to equip guys nationwide with confidence and invigorate excitement around getting vaccinated. Inclusive of the tools they need to reemerge into the dating game, the Axeination Kit contains AXE's iconic body spray and an Axeination certificate.

AXE is also partnering with Snapchat to introduce a new technology experience, 3D Body-Tracking augmented reality (AR), in support of the larger campaign. Debuting this week, AXE will launch a Snapchat Lens that enables Snapchatters anywhere in the US to digitally visit Axeination centers to get Axeinated with AXE Body Spray. Snapchatters will also have opportunities to grab the limited Axeination kits directly from the Snapchat Lens through a button feature. When clicked, the button will open up the Axeination.com landing page for everyone to claim their kits.

"The pandemic disrupted life as our Gen Z guys knew it, leaving many anxious about getting back out there. So as a brand rooted in attraction, we saw a unique opportunity to play a role in encouraging vaccinations tied to this interesting and evolving dating moment," said Mark Lodwick, AXE Brand Director. "We want guys to get informed, get their shots and feel confident doing it, and if AXE can help along the way, even better."

Get Axeinated comes on the heels of the Brand's "The New Axe Effect" launch earlier this year and a revolutionary product upgrade across their portfolio. The New AXE Effect gives guys the confidence to spark attraction anywhere and with anyone by feeling and smelling their best. If you're into it and they're into it, then AXE is into it.

Go to GetVaccineAnswers.org to get the answers to questions you have about the vaccines to help you make an informed decision.

To learn more, visit www.AXE.com or www.Axeination.com and follow @AXE on Instagram, Facebook, Twitter and YouTube.

*Source: STAT-Harris poll (March 2021)

** Source: Mintel (March 2021)

***Source: Centers for Disease Control and Prevention (June 2021) and Georgia Department of Public Health (May 2021)

PRESS CONTACT
Luis Galilei
[email protected]

About AXE® 
AXE, the No. 1 men's fragrance brand in the world*, champions individuality and self-expression by encouraging guys to embrace their personal style. With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE gives guys the tools to express what makes them unique, authentic and ultimately attractive to the world around them.

Visit AXE at AXE.com and follow us on Twitter, Instagram, and Facebook to get access to exclusive content, special promotions, and more.  

*Source Euromonitor International Limited; Beauty and Personal Care 2017 edition; as per Men's Deodorants & Men's Fragrances retail value sales combined; UBN; 2016 data; Lynx includes all AXE/Lynx/Ego sales   

About Unilever North America
Unilever is one of the world's leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products, with sales in over 190 countries and products used by 2.5 billion people every day. We have 149,000 employees and generated sales of €50.7 billion in 2020. Over half of our footprint is in developing and emerging markets. We have around 400 brands found in homes all over the world. In the United States and Canada, the portfolio includes iconic brand such as: Dove, Knorr, Hellmann's, Lipton, Magnum, Axe, Ben & Jerry's, Degree, Dollar Shave Club, Q-tips, Seventh Generation, St. Ives, Suave, TRESemmé, and Vaseline.

Our vision is to be the global leader in sustainable business and to demonstrate how our purpose-led, future-fit business model drives superior performance. We have a long tradition of being a progressive, responsible business. It goes back to the days of our founder William Lever, who launched the world's first purposeful brand, Sunlight Soap, more than 100 years ago, and it's at the heart of how we run our company today.

The Unilever Compass, our sustainable business strategy, is set out to help us deliver superior performance and drive sustainable and responsible growth, while:

improving the health of the planet;
improving people's health, confidence and wellbeing; and
contributing to a fairer and more socially inclusive world.

While there is still more to do, we are proud to have been recognized in 2020 as a sector leader in the Dow Jones Sustainability Index and – for the tenth-consecutive year – as the top ranked company in the 2020 GlobeScan/SustainAbility Sustainability Leaders survey.

For more information about Unilever and its brands, please visit www.UnileverUSA.com.

SOURCE AXE