Dive Brief:
- Axe is partnering with Pete Davidson on a campaign in which the actor-comedian will help young men build their confidence, per news shared with Marketing Dive.
- The “Saturday Night Live” alum on May 1 will take over Axe’s Instagram to host an Axe Me Anything discussion inspired by Reddit’s Q&A format. Those interested in participating can head to the Unilever brand’s page starting Wednesday to submit their questions on a teaser video.
- In addition, Davidson stars in a new ad, “Short Kings,” where he offers advice to an individual who thinks his dream girl is literally and figuratively out of reach. The effort puts a humorous spin on Axe’s messaging aimed at giving its Gen Z target audience a boost.
Dive Insight:
Axe is centering its latest campaign around an influencer, leveraging Davidson as both dating wingman and giver of life advice. The idea is to help Gen Z men master their “rizz,” a popular slang term for level of charm and an associated skill at flirtation.
To that end, Davidson, a self-proclaimed Axe fan dating back to his teens, will host an Ask Me Anything-like Q&A on Instagram to share tips and underdog stories. A commercial debuting the week of May 12 extends the partnership’s focus on modern lingo, alluding to “short kings,” or men who are confident despite their smaller stature.
The spot shows a man daydreaming about a girl who’s six inches taller than him, with a pep talk from media heartthrob Davidson and a spray of Axe helping him to shake off his doubts (Davidson is 6 foot 3 inches). The work with Davidson promotes two new scents in the Unilever line’s Fine Fragrance Collection, Cherry Spritz and Watermelon Freeze.
Axe has long made instilling confidence a part of its messaging strategy, but the tone has changed over time. Ads from several years ago addressed Gen Z’s more open-minded approach to attraction while resurrecting the “Axe Effect” tagline. In 2017, the personal care marketer ran a somber campaign that tackled the downsides of toxic masculinity, aligning with a larger purpose-driven trend at the time.
The Davidson team-up is more firmly rooted in humor, capitalizing on a celebrity who has become in-demand among brands. Davidson is currently the “official boyfriend” of retailer Reformation and appears in ads for Verizon. The stand-up has served as brand partner to grooming company Manscaped with commercials in which he emphasizes the need for a fresh appearance to increase romantic appeal.
Axe parent Unilever is ramping up its social initiatives to stay connected with Gen Z shoppers who have gravitated away from traditional media. Speaking to an analyst in March, new CEO Fernando Fernandez said spending on social will jump from 30% to 50% of the CPG giant’s marketing budget and that Unilever plans to greatly increase its work with influencers.
