For AXE, the fragrance brand owned by Unilever, the issue of vaccination in response to the COVID-19 pandemic was a time to lean in.
While the issue of vaccination might be hot topic, some younger demographics have been hesitant to get the jab. AXE’s big idea? Convince its young fans to “get axeinated.”
“More than half of Gen Z adults said they were not in any hurry to get the vaccine,” AXE shares in a press release. “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.”
The campaign is in part inspired by consumer data showing that vaccination status is playing a big role in online dating and dating apps.