Unilever fragrance brand AXE is using its popularity among Gen Z to encourage this demographic to get vaccinated against COVID-19.
The ‘Get Axeinated’ campaign takes a light-hearted approach to the conversation by playing up the attractive features of getting vaccinated and grooming in the online dating world.
“We’re seeing that getting vaccinated is a trending topic in dating profiles and saying ‘fully vaccinated’ is the newest relationship status to spark attraction,” said Mark Lodwick, AXE Brand Director. “We also know that there’s some hesitancy among some young people to get vaccinated. As a Gen Z brand rooted in attraction and fragrance, we want to play a part in motivating young guys to get vaccinated, smell great and feel confident and get back out there in the dating scene. And we’re doing that with Get Axeinated.”
The campaign comes in response to a March 2021 Harris poll that found more than half of Gen Z adults said they were not planning to get vaccinated any time soon.
“AXE’s main target consumer is young people [in their teens and 20s], and most of them are just now eligible to receive the vaccine. AXE knows some of them still need to get their COVID-19 vaccine and studies have shown that a number of them aren’t in a rush to get it. This is new to them, so as a brand that centers around Gen Z, we wanted to be a voice to encourage them to get vaccinated.”
The campaign includes a new digital ad spot by LOLA MullenLowe, which parodies a traditional press conference and plays up the importance of getting vaccinated along with the role fragrance plays in dating. The video drives viewers to Axeination.com, where people who have been vaccinated or plan to soon, can claim an “Axeination Kit”. The kit features a vaccination card and the brand’s signature body spray – the tools AXE hopes will enhance a consumer’s dating profile.
AXE is also hosting an in-person activation in Georgia, a state with low vaccination rates, particularly among young people. The brand will host an “Axeination Station” in Atlanta on Tuesday June 22nd from 5:30 to 7:30 PM. Additionally, AXE has debuted a Snapchat Lens where consumers can digitally visit “Axeination centers” and win the limited Axeination kits.
“We’re seeing younger people gravitating toward Snapchat and wanted to communicate Get Axeinated campaign news on a platform that would really excite our guys,” said Lodwick. “With the first-ever Axeination Station localized to Atlanta, we wanted to also convert the event into a digital Snapchat Lens experience so that young people nationally had access to Get Axeinated. They can even redeem the Axeination Kits through the Snapchat Lens button feature.”
Lodwick said that the campaign supports the brand’s pillars which aim to be connected to the current culture.
“AXE has always been on the pulse of what young guys are interested in and keeping an eye on culture and plan to continue exciting work in that space,” he said. “Get Axeinated comes on the heels of ‘The New Axe Effect’ launch from earlier this year, focused on giving guys the confidence to spark attraction anywhere and with anyone by feeling and smelling their best. We’re looking forward to continuing our work as a champion of attraction for all and keep surprising fans with unexpected launches like Get Axeinated. Get Axeinated is just the first of many ways we’re planning to stay involved in culture.”
