Axe Taps Pete Davidson to Help Gen Z Men Boost Their "Rizz"
Axe is partnering with comedian Pete Davidson to help young men build confidence and improve their dating game. The campaign focuses on "rizz," a slang term for charm and flirtation skills, resonating with Axe's Gen Z target audience.
Davidson to Host Instagram Q&A and Star in Humorous Ad
Starting May 1st, Davidson will take over Axe's Instagram for an "Axe Me Anything" Q&A session. Fans can submit questions on a teaser video posted on Axe's Instagram page. Davidson, a self-proclaimed Axe fan since his teenage years, will share dating tips and personal anecdotes.
The campaign also features a new ad titled "Short Kings." The humorous spot showcases Davidson offering advice to a man intimidated by a taller woman. The ad promotes two new Axe Fine Fragrance Collection scents: Cherry Spritz and Watermelon Freeze.
Axe's Evolving Marketing Strategy
Axe has a history of promoting confidence in its marketing. This campaign takes a humorous approach, leveraging Davidson's popularity and relatability with Gen Z. This partnership follows previous Axe campaigns that addressed Gen Z's open-minded approach to attraction and challenged toxic masculinity.
Davidson, currently the "official boyfriend" of retailer Reformation and featured in Verizon ads, is a sought-after brand partner. He also collaborated with grooming company Manscaped on commercials emphasizing the importance of personal care.
This collaboration reflects Unilever's increasing focus on social media and influencer marketing to connect with Gen Z consumers. Unilever plans to increase its social media spending from 30% to 50% of its marketing budget, signifying a shift towards influencer-driven strategies.
