AXE
SMELL FINER, GET GLOSER
Briefing
The new AXE Fine Fragrance Collection has been developed to redefine the standard for deodorants by introducing deodorants with the scent of luxury perfume tailored specifically to the desires of Gen Z guys.
Our goal was to build fragrance relevance by showing Gen Z guys that the new AXE Black Vanilla helps them smell irresistible in the moments that matter.
Approach
We’ve noticed that Gen Z is highly interested in the love lives of influencers. The rumors about Youtuber Koen van Heest (known from the Bankzitters) and singer Roxy Dekker possibly being a couple were the talk of the town.
Fans meticulously analyzed their videos and discovered that Roxy was wearing Koen’s sweater in one of her clips. Were they together? Social media quickly erupted with speculation about how Koen managed to attract yet another stunning woman. This presented the perfect opportunity for us.
In a playful, multi-part TikTok series, Koen finally revealed his "secret." To build excitement, we created an announcement video where he acknowledged his followers' comments and hinted at an upcoming reveal. This generated a wave of speculation, significantly boosting reach and engagement.
Later, he shared his secret in an interview, confessing that he hadn’t always been successful with women. His friend Milo backed him up on this, and even Roxy admitted she initially wasn’t interested. So, what changed? The secret turned out to be Koen’s scent—AXE Black Vanilla.
Results
With nearly one million organic views per video, tens of thousands of likes and hundreds of comments, the campaign resonated strongly with the target audience.
By utilizing humor and relatable characters like Koen and Roxy, we reinforced the message that AXE Black Vanilla makes you irresistible. The videos playfully illustrated how the scent played a role in Koen's relationship success, emphasizing the fragrance's relevance during key moments of attraction.