Smell slightly less irresistible post lockdown

As the world exited lockdown, MullenLowe launched a ‘Lite’ edition of Axe body spray for Gen-Z, claiming that it will make you slightly less irresistible than regular, full-strength Axe. It’s the responsible thing to do.

Living outside of traditional ad channels, the launch of Axe Lite depended entirely on Governments easing lockdown restrictions. So once restrictions were eased and social distancing rules relaxed, Axe Lite went live. A pre-conceived, reactive campaign if you will.

The MullenLowe team partnered up with De Speld, to launch the campaign in the Netherlands via a public service announcement. The title published an article aimed at post-high school kids, giving them tips on how to get back into the dating game. The partnership aligned with Axe’s influencer marketing strategy, where public figures and Dutch influencers created unboxing films on TikTok to share with their followers.

With absolutely no media plan, one of the beauties of the campaign is topicality and being ‘in the conversation’ – it’s an entirely pro-active idea.