Unilever's Axe is doing its bit to help the U.S. vaccine rollout and get the "hot vax summer" going with a campaign that urges young men to "get Axeinated."
The male grooming brand's marketing has traditionally centered on encouraging men to make themselves more attractive by wearing Axe, but now that includes getting yourself vaccinated against Covid-19 as well. A new digital spot from Spanish agency Lola MullenLowe features a mock press conference where a woman declares that getting vaccinated is "hot right now" and that men are sharing "unsolicted vacc-pics" on their social media. However, she adds, to get closer "you also have to small great."
The video drives viewers to a website, Axeination.com where guys who have been vaccinated, or intend to, can claim an "Axeination kit" consisting of a can of Axe Body Spray and a vaccination certificate.
Axe is also hosting an in-person "Axeination Station" in Atlanta, Georgia, one of the states with the lowerst vaccination rates, today ( Tuesday, June 22). People can visit The Atlanta Beltline from 5:30 to 7:30 PM EST to receive an "Axeination" kit, and in addition it will launch a Snapchat Lens that enables users anywhere in the U.S. to digitally visit "Axeination centers" to try Axe Body Spray.
"The pandemic disrupted life as our Gen Z guys knew it, leaving many anxious about getting back out there," said Mark Lodwick, Axe brand director, in a statement. "So as a brand rooted in attraction, we saw a unique opportunity to play a role in encouraging vaccinations tied to this interesting and evolving dating moment. We want guys to get informed, get their shots and feel confident doing it, and if Axe can help along the way, even better."