AXE: A fragrance that’s irresistibly yours - Granny

AXE and Ogilvy call on young men to discover their own unique identity when it comes to personal care. With the message “AXE 2 STEP ROUTINE: A scent that’s irresistibly yours” the brand encourages them to adopt a fragrance that
is truly their own.

But where did ΤΗΑΤ idea come from? From a common habit among young men: grabbing whatever product they find in the family bathroom. A forgotten kids’ shower gel from who-knows-when, a grandma-style deodorant, or even their mom’s body
wash. At this age, they haven’t yet established their own grooming routine but it’s also exactly when they most want to feel confident and attractive.

Somewhere along this gap between half-hearted personal care and the desire to stand out AXE steps in to remind them: if you want a personal life, you need your own personal care routine.

Using humor, a cheeky touch, and direct messaging, AXE encourages young men to leave behind other products and choose its irresistible fragrance. The campaign
comes to life through a series of print, digital, and video assets, presenting the “AXE 2 STEP ROUTINE”: a simple daily grooming routine that combines AXE deodorant and
body wash, delivering freshness and revitalization that lasts.