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Axe Body Spray’s 'Lite' Edition Helps You Smell Slightly Less Irresistible Post Lockdown

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MullenLowe launches a ‘Lite’ edition of Axe body spray for Gen Z

Axe Body Spray’s 'Lite' Edition Helps You Smell Slightly Less Irresistible Post Lockdown

When it comes to fragrance and attraction, Axe has always led the way. But as we come out of lockdown, and start to live in a new normal as government restrictions are eased, we all need to be responsible. So MullenLowe and Axe have come together to create a new spoof product variant to help young guys maintain social distancing – Axe ‘Lite’. 

Launching in The Netherlands via a public service announcement film as part of a Media Partnership with De Speld, the title has recently published an article aimed at post-high school education youngsters on how to get back into the dating game. This partnership is closely aligned with Axe’s influencer marketing strategy, managed by Axe’s PR agency Glasnost, where public figures will create unboxing films on TikTok to share with their masses.

With no media plan, one of the beauties of the idea is topicality and being ‘in the conversation’. It is inherently a pro-active idea developed and executed by the creative agency, MullenLowe.

Jamie Brooks, global marketing manager at Axe said: “Axe wants to be at the heart of culture, and the return to a ‘new normal’ with social restriction 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 said, “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. Axe has always had cheeky, satirical humour at its heart, ‘Lite’ is another idea that subverts the norm and gets people talking about the brand.”

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Client: Axe, Unilever (PLC)

Axe Global Brand Director: Caroline Gregory

Axe Global Marketing Manager: Jamie Brooks

Axe Netherlands Brand Manager: Louise-Marie Schreuer

Axe Netherlands Assistant Brand Manager: Richard Kempen


Creative Agency: MullenLowe (part of MullenLowe Group UK)

Chief Creative Officer: Ewan Paterson

Creative Directors: Wayne Robinson, Matt Collier

Business Director: Federico Duberti

Group Account Directors: Gavin Fullick, Barney Ware

Account Manager: Samar Rezvan, Charlie Fry

Global Strategy Director: Gerard Crichlow

Head of Design: Dave Allen

Designer: Dan Flint

Retoucher: Pete Stedman

Production Company: Yeti Productions

Executive Producer: Elliot Dollie

Director: Zack Langsdon

Production Assistant: Bex Evans

Sound Design: UNIT

Sound Engineer: Vaudeville

Visual Effects: JAM VFX

Genres: People, Comedy

Categories: Beauty & Health, Deodorant

MullenLowe Group UK, Fri, 03 Sep 2021 10:27:49 GMT