Axe and MullenLowe London has created a parody lite version of Axe so that men can “Axe responsibly”
The quickest way to a young man’s heart is to pump up his ego. Especially when it comes to being attractive to women. So Axe and MullenLowe London are telling young men that they need to tone down their soaring irresistibility after everyone has been locked up for months. The brand has created a parody lite version of its latest product so that men can “Axe responsibly”.
The campaign launched first in The Netherlands via a public service announcement film in a media partnership with news satire website, De Speld, which also published an article on how to get back into the dating game. Media influencers will be used to spread the spoof across social media.
Jamie Brooks, Global Marketing Manager at Axe, stated, “The brand wants to be at the heart of culture, and the return to a new normal with social restrictions reducing gave us the opportunity to create a spoof new, lighter product that allows you to be slightly less irresistible.”
Ewan Paterson, Chief Creative Officer at MullenLowe Group UK, added “Axe Lite is just what the cooped-up, post lockdown 18-year-old needs. Something to help you laugh at the mad times we are living in. The brand has always had cheeky, satirical humour at its heart, Lite is another idea that subverts the norm and gets people talking about the brand.”