In 2019 Axe launched a new variety of deodorant: Ice Chill, whose main benefit is its freshness. We saw this as a new opportunity to reconnect with our 13-18 audience (known as the Gen-Z) and take back a place that the brand should never have left. But there was a problem: how do we do to reconnect with an audience from which Axe had drifted so far? And as if this were not enough, an audience that does not believe in advertising or traditional media. This target plays a fundamental role for the brand because it is precisely at this age that one becomes a user of the category. In order to connect with them, we knew that we had to change our perspective, speak their same language and most important of all: be where they already are.

Axe has always been one of the hypest brands in Argentina, but it needed not only to connect with Gen Z but take part in their world. All this while creating a buzz about Axe's new product. The team's research pointed that trap music is one of the target's most listened and loved genres. At that time, freestyle battles were beginning to gain more popularity among young people and Axe saw an opportunity to dedicate itself to the world of freestyle while creating a totally different campaign. Axe came up with the idea of creating not a campaign, but an original rap song and a video clip called "Fresko" (which means "Fresh" in English), in partnership with Bhavi and Trueno, two rising star rappers in Argentina, who helped the brand not only to speak the Gen Z language but to enter into the rap scene in a native and refreshing.

To launch our video clip and dive genuinely into the rap world, we had to find those who knew the most, so we partnered up with Freestyle Master Series, Red Bull Batalla de los Gallos and Damn en Vorterix radio programme since they were the ones who had the ways to the target and that would allow us to impact our audience in the freshest way. We were present in all freestyle battles and avant premiered our video clip at the final, generating lots of content and reactions on social media. After the avant premiere, we officially launched the video clip directly on Bhavi Youtube channel, which turned our branded content into one of the most genuine stories Axe has created.

The videoclip premiered on October 2019 at the Red Bull Batalla de los Gallos final, one of the most important events of the year for freestyle lovers, with 10K fans on site and millions of others on live-streaming. And to top that up, Trueno was the winner of the battle, which helped the song to reach an even bigger audience. We made the official launch hours later on Youtube from Bhavi's account, which turned into #1 trending video on Youtube in the first hour. We continued to amplify the song with different artists from the scene and a filter created for Instagram.

Fresko became the #1 trend on Youtube when it was released, overcoming the number of views on the final battle video (which is usually trending on the next day). In the fourth week of the launch, the video clip reached 10 million views on Youtube (currently with +26MM views - and counting!), with a highly positive sentiment of 85% and more than 60 organic video reactions, adding 2.5 million additional views. Fresko was top10 most listened song on Spotify and had more than 121MM people impacted on social medias, 100% organically. It was the highest engagement rate for the brand in Argentina among Gen Z. Such success made Axe decide to create a new line of deodorants dedicated to the rap movement, launching Axe Freestyle.