AXE is an iconic brand with legendary moments. But the brand fell off because AXE's casting was sexist, non-inclusive and misogynistic. It featured women in the same size, shape and color and always from the guy’s perspective.

Culture changed, but AXE didn’t.

Gen Z wants inclusive, non-binary and mutual.

Old AXE had to be swept away. We started with casting our guy. We showed a guy with real flaws. He doesn’t have a six-pack. He has Coke-bottle glasses and his skin isn’t just brown, it’s dark brown.

And for the women in our cast, we championed body positivity and age positivity and highlighted women with their own interests and personalities. We featured queer, non-heteronormative attraction, all to bring AXE into the modern era. And fans noticed, as we were flooded with positive feedback everywhere.

It was the cast AXE needed a decade ago to bring it into the modern era.