Fit Check by AXE, starring diamond-certified producer Metro Boomin and platinum-selling artist Coi Leray, is the first installment in the brand’s 'Smell Finer. Get Closer' campaign. In the 30-second spot, people are transported to a dreamy setting after catching a whiff of AXE Black Vanilla.
Over the last few years, the iconic men's grooming brand refreshed its image to target Gen Z and AXE is solidifying its stance by strategically shifting its messaging to include Gen Z women, uniting both genders by underscoring scent's power in attraction. This inclusive approach not only broadens the brand's appeal but also champions real, face-to-face experiences in an increasingly digital world.
AXE is set to launch this new spot during National Basketball Association games in March, and during major sports and entertainment broadcasts.
Attraction-Building Fragrance Ads
Fit Check by AXE Speaks to Gen Z Men and Women Alike
Trend Themes
1. Inclusive Fragrance Campaigns - Capturing the attention of both Gen Z men and women through scent-driven ads and experiences.
2. Gen Z Targeted Brand Refresh - Embracing a strategic shift in marketing to resonate with the younger demographic in a digital age.
3. Multi-gender Scent Messaging - Unifying both genders by showcasing the power of scent in attraction and connection.
Industry Implications
1. Beauty Industry - Opportunity for fragrance brands to enhance inclusivity and connectivity in marketing strategies.
2. Marketing and Advertising - Potential to explore new approaches in targeting Gen Z consumers through engaging scent-focused campaigns.
3. Sports and Entertainment - Intersection of fragrance advertising with major sports and entertainment platforms for broader audience engagement.