Fit Check by AXE Speaks to Gen Z Men and Women Alike
Laura McQuarrie — March 5, 2024 — Fashion
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.
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.
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.
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