Lil Baby Partners with AXE to Create WHAXE Pack & New Campaign
Grace Mahas — July 21, 2022 — Marketing
References: youtube
The AXE brand has announced a partnership with award-winning artist Lil Baby, which includes limited-edition WHAXE Packs and the Fresh as Fresh campaign.
Limited-edition WHAXE packs include a diamond-encrusted WHAXE four-finger ring, a diamond-encrusted WHAXE branded toothbrush, and accessories to keep fans' WHAXE items fresh. In the coming weeks, details on how fans can get their hands on the packs will be announced on social media.
“I only do deals that feel authentic to me,” said award-winning artist, Lil Baby. “Being an AXE user myself, coming up with this collaboration for WHAXE Pack was a natural move for me.”
In addition to the limited-edition WHAXE pack, the pair have also partnered on a new Fresh as Fr*sh ad campaign that fans can view on YouTube. The ad follows a young man as he cruises with Lil Baby and goes on adventures throughout the day.
Limited-edition WHAXE packs include a diamond-encrusted WHAXE four-finger ring, a diamond-encrusted WHAXE branded toothbrush, and accessories to keep fans' WHAXE items fresh. In the coming weeks, details on how fans can get their hands on the packs will be announced on social media.
“I only do deals that feel authentic to me,” said award-winning artist, Lil Baby. “Being an AXE user myself, coming up with this collaboration for WHAXE Pack was a natural move for me.”
In addition to the limited-edition WHAXE pack, the pair have also partnered on a new Fresh as Fr*sh ad campaign that fans can view on YouTube. The ad follows a young man as he cruises with Lil Baby and goes on adventures throughout the day.
Trend Themes
1. Celebrity Grooming Collaborations - The success of Lil Baby's partnership with AXE presents an opportunity for other grooming brands to collaborate with popular artists and influencers to create limited-edition collections and ad campaigns.
2. Luxury Grooming Accessories - The diamond-encrusted WHAXE ring and toothbrush demonstrate a growing trend of luxury grooming accessories that offer a unique, high-end experience to consumers.
3. Authentic Brand Collaborations - Lil Baby's statement about only doing deals that feel authentic presents an opportunity for grooming brands to partner with artists and influencers who genuinely use and appreciate their products.
Industry Implications
1. Men's Grooming - The success of the Lil Baby and AXE collaboration showcases how men's grooming products and accessories can be marketed and sold in innovative ways.
2. Luxury Accessories - The diamond-encrusted WHAXE pack demonstrates how luxury accessories can be created for specific markets and consumers, presenting an opportunity for luxury brands to expand their offerings in the grooming industry.
3. Celebrity and Influencer Marketing - The partnership between Lil Baby and AXE highlights the power of celebrity and influencer marketing in the grooming industry, and presents an opportunity for other brands to leverage the popularity of artists and influencers to reach a wider audience.
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