AXE Motivates Guys to Get Vaccinated then ‘Get Axeinated’

Brand to distribute “Axeination Kits” featuring their iconic body spray to help guys smell great and spark post-vax attraction

Let’s face it, getting vaccinated is hot… who knew being vaccinated was such a trending topic in your dating profile? And although getting vaccinated may be the newest relationship status to spark attraction, some young adults have yet to get their shots. In fact, more than half of Gen Z adults said they were not in any hurry to get the vaccine*. With young guys dropping the ball on their grooming routines during quarantine combined with their vaccine hesitancy, guys don’t have the tools to engage in a summer of attraction.** 

As the leader in men’s grooming, today AXE is launching ‘Get Axeinated,’ a program to help increase Covid-19 vaccine rates among young guys while also helping them smell great and stay safe, so they can reenter the dating world with confidence. 

“Getting back into the dating scene has become an even tougher challenge for Gen Z guys after the disruption of the pandemic. AXE is a brand that is built on confidence in the attraction game, so we want to motivate guys to Get Vaxxed, Then Axed and Back Out into the World,” said Caroline Gregory, AXE Global Brand Director.


AXE’s new digital ad spot, a light-hearted parody of a traditional press conference, highlights the importance of getting vaccinated as well as the role that fragrance and attraction can play in getting back out in the world and giving guys confidence. In order to get close again this summer, getting vaccinated is just one piece of the puzzle and AXE wants guys to know if they want to get back into the dating world, they should also Get Axeinated. The video drives viewers to where guys who have been vaccinated, or intend to, can claim their Axeination Kits. The idea was created by LOLA MullenLowe and will live on digital platforms across the U.S. 

“Right now people are more than ready to start socializing again and your vaccination status is the new dating currency. We found a creative way for AXE to promote getting vaccinated and help guys gain even more confidence by getting Axeinated after they get vaccinated. The best of both worlds for an unforgettable summer.” Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe.


Additionally, to help create excitement around getting vaccinated, AXE is stopping in the state of Georgia, where vaccination rates are among the lowest in the USA, especially among young people who are just gaining access to COVID-19 vaccines.*** The brand will host an in-person “Axeination Station” in Atlanta on Tuesday, June 22nd. Those interested can visit The Atlanta Beltline from 5:30 to 7:30 PM EST for a chance to get Axeinated in-person and receive an Axeination Kit to take home. 

AXE_Get Axeinated Kit from LOLA MullenLowe on Vimeo.


AXE will offer an online Axeination Kit giveaway, launching Monday, June 21st, to equip guys nationwide with confidence and invigorate excitement around getting vaccinated. Inclusive of the tools they need to reemerge into the dating game, the Axeination Kit contains AXE’s iconic body spray and an Axeination certificate.  

AXE is also partnering with Snapchat to introduce a new technology experience, 3D Body-Tracking augmented reality (AR), in support of the larger campaign. Debuting this week, AXE will launch a Snapchat Lens that enables Snapchatters anywhere in the US to digitally visit Axeination centers to get Axeinated with AXE Body Spray. Snapchatters will also have opportunities to grab the limited Axeination kits directly from the Snapchat Lens through a button feature. When clicked the button will open up the landing page for everyone to claim their kits. 

Get Axeinated comes on the heels of the Brand’s “The New AXE Effect” launch earlier this year and a revolutionary product upgrade across their portfolio. The New AXE Effect gives guys the confidence to spark attraction anywhere and with anyone by feeling and smelling their best. If you’re into it and they’re into it, then AXE is into it. 

Source: LOLA MullenLowe

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