AXE
(Live Client)
What used to be a letterman jacket that smelled like his cologne is now a hoodie that smells like his body spray.
The AXE Effect was so powerful that AXE made a public apology.
After a few days, AXE debuted the Scented Replacement Hoodie
Then, it was time to go viral by gifting influencers the hoodie, as well as encouraging UGC all under #TheAxeEffect.
And finally, some in-store endcaps for the mama’s boys, who accompany them to the grocery store.
With Kyle Brubaker, Emily Day, Becka Hammond and Jamie Ikley