Axe Debuts the new 'Get Axeinated' Campaign to Push Vaccines
Grace Mahas — June 21, 2021 — Marketing
References: prnewswire & marketingdive
In an effort to encourage hesitant Gen Z consumers to get the vaccine, Axe recently debuted a new 'Get Axeinated' campaign. The new marketing scheme targets those looking to get back into the dating scene saying "being vaccinated its hot." The brand also debuted new Axeination Kits that feature its new body sprays and an Axeination Certificate emulating COVID-19 vaccine cards.
"The pandemic disrupted life as our Gen Z guys knew it, leaving many anxious about getting back out there. So as a brand rooted in attraction, we saw a unique opportunity to play a role in encouraging vaccinations tied to this interesting and evolving dating moment," said Mark Lodwick, AXE Brand Director. "We want guys to get informed, get their shots and feel confident doing it, and if AXE can help along the way, even better."
Image Credit: Axe
"The pandemic disrupted life as our Gen Z guys knew it, leaving many anxious about getting back out there. So as a brand rooted in attraction, we saw a unique opportunity to play a role in encouraging vaccinations tied to this interesting and evolving dating moment," said Mark Lodwick, AXE Brand Director. "We want guys to get informed, get their shots and feel confident doing it, and if AXE can help along the way, even better."
Image Credit: Axe
Trend Themes
1. Gen Z Vaccine Incentive Campaigns - There is a trend of companies creating marketing campaigns targeting Gen Z, pushing vaccines through incentives such as dating and social experiences.
2. Brand Collaborations with Health Campaigns - The trend of brand collaborations with health initiatives is on the rise, particularly in the wake of the pandemic, offering opportunities for disruptive innovation in marketing and healthcare industries.
3. Hybrid Digital-physical Consumer Experiences - With the launch of Axeination Kits and similar products by other brands, there is a trend of creating hybrid digital-physical consumer experiences in order to extend brand and offer unique customer engagement.
Industry Implications
1. Consumer Goods - Consumer goods companies can leverage the trend of vaccine incentive campaigns to create new marketing approaches and products to attract Gen Z customers.
2. Marketing - The trend of brand collaborations with health initiatives offers marketing professionals opportunities to develop new strategies and approaches in order to promote health and wellness.
3. Healthcare - The trend of brand collaborations with health initiatives as well as hybrid digital-physical consumer experiences in this industry offers opportunity for disruptive innovation in healthcare, creating unique patient engagement opportunities and improving vaccination rates.
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