Axe is launching a new marketing campaign featuring comedian Pete Davidson to help young men build self-assurance, the Unilever brand confirmed to Marketing Dive. The initiative blends humor with modern dating advice, tapping into Gen Z slang and social media engagement.
Instagram AMA and “Short Kings” Ad
On May 1, the Saturday Night Live alum will host an “Axe Me Anything” Q&A on Axe’s Instagram, modeled after Reddit’s popular AMA format. Fans can submit questions via a teaser video on the brand’s page starting Wednesday.
The campaign also includes a lighthearted commercial titled Short Kings, debuting May 12, where Davidson coaches a man insecure about his height difference with a crush. Spraying Axe’s new Cherry Spritz or Watermelon Freeze fragrances becomes a metaphor for overcoming doubts—a playful nod to the brand’s legacy of linking confidence to grooming.
Strategic Shift Toward Humor and Influencers
Axe, long known for its “Axe Effect” messaging, has evolved from addressing toxic masculinity (2017) to embracing Gen Z’s inclusive humor. Davidson—a self-described Axe fan since his teens—aligns with this tone, having partnered with brands like Reformation (as their “official boyfriend”) and Manscaped.
Parent company Unilever is doubling down on social media, with CEO Fernando Fernandez announcing plans to increase influencer collaborations and shift 50% of marketing budgets to social platforms—up from 30%—to reach Gen Z consumers distancing from traditional media.
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