Axe Black


Axe were changing their positioning flipping it 180 degrees, and we had to smooth it to our online fans. We created a digital campaign linking it to on-ground to showcase the new positioning and to engage our young target with the new Axe platform in a way that is relevant and appealing to them.


The results

We got more than 2.3 million views and 7,000 on-ground interactions. More so, the new variant accounted for 60% of the total sales.

The challenge

The AXE master brand is evolving its target and its tone,

Axe had the ambition to speak to a wider audience in a more mature and sophisticated way. They wanted to inspire fans so as to embrace a more understated lifestyle through the concept of bring the quiet. We had to translate that into a language that would resonate with our local audience without being too forceful or imperative but rather subtle. Basically we had to change what it means to be cool, and use fashion and music as our tools to do so.

But how do you go about flipping a brand’s positioning without alienating your most loyal fans?

The idea

Men are known not to do what they’re told to do, so we had to go about it in a subtle way but one that would also grab their attention.

We teamed up with 4 female influencers in Egypt and asked them to share what their idea of the ideal man is in an online video. We collaborated with 2 top musicians in Egypt to create music for the video that was so tasteful, numerous fans requested a download link. On the streets we created a Pop up truck - a moving embodiment of the brand’s new identity, carrying life-sized Axe cans with built-in first of its kind technology in Egypt, which turns vibrations into sound so fans created their own personalized minimal music.
We also collaborated with a local fashion label, and created a collection that took their signature designs and stripped them down into understated versions.