Pete Davidson Helps Axe Boost Gen Z Confidence
Axe has partnered with comedian Pete Davidson to help young men build confidence and improve their dating game. This campaign focuses on helping Gen Z men master their "rizz," slang for charm and flirtation skills.
Davidson Takes Over Axe's Instagram
Starting May 1st, Davidson will host an "Axe Me Anything" Q&A session on Axe's Instagram, inspired by Reddit's popular format. Fans can submit questions on a teaser video posted on Axe's Instagram page starting Wednesday.
"Short Kings" Ad Campaign Embraces Humor
Davidson also stars in a new ad called "Short Kings," offering advice to a man who feels his dream girl is out of reach. The humorous spot features Davidson, a self-proclaimed Axe fan since his teens, giving a pep talk and promoting two new Axe Fine Fragrance Collection scents: Cherry Spritz and Watermelon Freeze.
Axe's Evolving Marketing Strategy
Axe has a history of focusing on confidence in its marketing, but the approach has evolved. Previous campaigns have addressed Gen Z's open-minded approach to attraction and even tackled toxic masculinity. The Davidson partnership takes a more humorous approach, capitalizing on the comedian's popularity with brands like Reformation and Verizon.
Davidson's Growing Influencer Status
Davidson is a sought-after brand partner, currently serving as the "official boyfriend" of retailer Reformation and appearing in ads for Verizon. He has also partnered with grooming company Manscaped, emphasizing the importance of a fresh appearance for romantic appeal.
Unilever Increases Focus on Social Media and Influencers
Axe's parent company, Unilever, is increasing its investment in social media and influencer marketing to connect with Gen Z consumers. Unilever CEO Fernando Fernandez stated that spending on social media will increase from 30% to 50% of the company's marketing budget.
