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Got it

AXE

Get Axeinated

The Challenge

Getting vaccinated may be the newest relationship status to spark attraction yet 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. 

Disciplines

Advertising.

Client

AXE.

Date

June 2021

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. 

“Getting back into the dating scene has become an even tougher challenge for Gen Z guys after the disruption of the pandemic. AXE is a brand that is built on confidence in the attraction game, so we want to motivate guys to Get Vaxxed, Then Axed and Back Out into the World,” said Caroline Gregory, AXE Global Brand Director.

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 www.Axeination.com where guys who have been vaccinated, or intend to, can claim their Axeination Kits. The idea was created by LOLA MullenLowe and will live on digital platforms across the U.S. 

“Right now people are more than ready to start socializing again and your vaccination status is the new dating currency. We found a creative way for AXE to promote getting vaccinated and help guys gain even more confidence by getting Axeinated after they get vaccinated. The best of both worlds for an unforgettable summer.” Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe.

 

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