We wanted to reach the highest number of Gen Z wherever they were, in order to achieve incremental market share gain to position the fragrance among the best-selling in the portfolio, regaining at least 50 BPS of market penetration in 3 months.

We wanted to reposition Axe as a relevant brand for Gen Z, connecting with them through the ultimate exponent of music within their generation. This limited edition should garner earned media, increasing its relevance in 3 months.

We aspired to achieve an 80% multimedia reach to increase visibility within 3 months, to increase sales of the Black fragrance from the fifth position to the top 3, increasing units sold.

But most importantly, to recover penetration in the Centennial generation by increasing market share by 15% within the next six months; and transform the uncool image of Black into the best-selling fragrance variant: Black Remixed with notes of BZRP.

Our fragrances were being perceived as old, we were out of touch with the younger generations, we decided to reinvent ourselves through a collaboration, a remix, that turned us into a cultural phenomenon that resonated with Gen Z.

We discovered the most relevant passion points, leading to a powerful insight: for Gen Z, music transcends barriers, permeating their style and personality; collaboration is a means to reinvent oneself and become a cultural phenomenon.

We chose BZRP, one of the leaders in music with record numbers on various music platforms; who has turned each of his collaborative sessions into massive media events. Our collaboration would achieve the same.

The campaign was a profound reinvention of the product, going beyond just communication. One of the most well-known fragrances in the portfolio, AXE BLACK, was redesigned to become AXE BLACK REMIXED with notes of BZRP, initiating communication right from the packaging itself.

We started with a comprehensive analysis of the target to understand who they are, what they like, and where we can find them. This led us to create a data-driven strategy.

It started with a product redesign, where AXE BLACK evolved into AXE BLACK REMIXED with notes of BZRP, with the packaging becoming part of the communication.

With an understanding of the right media to convey our message, the teaser kicked off the campaign, making an impact at various touchpoints with the same concept but different and disruptive executions tailored to: out-of-home media, brand meta-space, TV and digital.

Moreover, we brought sampling to universities, cinemas, amusement parks, delivery apps, and even utilized scented billboards.

With digital at the core and all these touchpoints, we created an avalanche that continued to grow with earned media, user-generated content, and users sharing the Hero content, reaching more users and generating further awareness.

We discovered how our target utilizes each platform by leveraging and reinventing our presence on them.

On YouTube, we strengthened our partnership with BZRP by placing our message in ads that responded to searches with his name.

On TikTok, we reinvented the format with the widest reach, the top view shaker, allowing the target to better connect with our ad by redirecting them to the brand store on Amazon, where the product sold out.

On Meta, we conducted A/B testing comparing our Hero content with influencer content to reach each person in our target audience in a personalized manner.

We rebranded the Metaverse of our AXESS app, having our own space with digital billboards, a new clan, and merch to personalize your avatar with BZRP style.

We created a digital experience on Spotify to analyze what you listen to and discover your loyalty percentage to BZRP, which converted into AxeCoins.

We successfully propelled Axe Black Remixed to become the second best-selling variant of our portfolio, climbing from the fifth position held by the previous version.

Axe Black Remixed experienced growth of over 125 BPS in the last quarter compared to the trend, resulting in AXE achieving its highest market share in 28 months.

Our campaign became a cultural phenomenon, leading various media outlets such as Marvin, Metro, El País, and others to publish articles about our collaboration. This coverage generated a value of over 200K euros in earned media.

On TikTok, various formats with original music, drove a +5.5 point increase in purchase intent.

On Meta, we saw a +7.5 point increase in brand awareness.

On YouTube, we were 44 times more efficient in reaching the target audience compared to Open TV.

Lastly, on Spotify, the various Display and Video formats, contributed to a +14 point increase in brand recognition.