For years, Axe had been seen as a brand that was not aspirational, for guys who tried too hard. Axe was seen as a “magic potion” that would help nerdy guys get all the girls. Further, it relied heavily on new innovations to spark annual growth. Since 2013, Axe had already begun establishing its core, Dark Temptation and Gold Temptation, and grew sustainably, and in 2015, Axe had launched its latest variant, Axe Black, a light and refined scent made for the understated man.

To build awareness for this new addition, Axe launched the Axe Black Pop-­?up Bar Series, an influencer-­?led competition that allowed men to experience first-­?hand the understated lifestyle of the Axe Black man.

For 2016, the brand’s challenge was not only how to sustain its consistent growth, but also how to refresh communications for Axe Black, especially coming off of a successful launch year.

The Axe Black Concept Store Series was held over three legs from August to November 2016. Each ambassador mounted his onground store for one weekend, while his online store was running for three weeks on Lazada. During this time, the brand’s assets were also focused on supporting the highlighted ambassador.

Nix, Arjo and David were asked to engage with four influential friends to help them mount everything about their concept stores, from merchandise, onground location, to digital marketing, and launch idea. They were tasked to sell ten different items that encapsulated their idea of understatement, or what they thought was essential to the Axe Black man’s complete look. Five of these products were mirrored in the Lazada counterpart. Each leg had an official opening on the first day, attended by members of the press and other influencers.

Through the Axe Black Concept Store Series, each ambassador landed his distinct style.