Axe has just launched a new limited-edition packaging, made together with The Martin Agency for a pair of special scents, in partnership with hip-hop producer Metro Boomin and rapper Coi Leray.
The campaign sees the release of two newly packaged fragrances: Metro Boomin's Axe Black Vanilla and Coi Leray's Axe Blue Lavender.
Each scent will now come in a special can featuring a depiction of its respective artist and is designed with their personalities in mind.
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The new limited-edition packaging is an extension of the body spray and fragrance brand's campaign from earlier this year, where it teamed up with the two artists to release an exclusive track, which was also used in an Axe Black Vanilla spot titled "Fit Check."
The surreal spot featured a couple crawling into an alternate dimension after getting a whiff of Axe Black Vanilla.
In this fantasy world, Metro and Coi Leray can be seen hanging out on a boat as the couple twists and swirls around each other like ice cream.
That initial campaign marked the first time Axe has signed a female ambassador, with Coi Leray expressing her excitement at being able to promote self-expression to fans.
"With a new line of scents made by world-renowned perfumers, Axe has reinvented itself, so we set out to reinvent the way the brand looks at attraction," The Martin Agency Associate Creative Director Garrick Sheldon said in a statement.
According to Sheldon, the campaign aims to promote intimate and romantic moments in a world where grocery store dates are considered intimate.
Axe's new initiative to collaborate with artists and influencers highlights the power of influencer marketing in growing brand awareness.
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Axe has also made efforts to connect with a new generation of teens, shedding its former reputation for being used as a "shower replacement" through a series of humorous social media posts.
The cans are now available exclusively in Walmart stores for $7.98.
A month after dropping the Black Vanilla scent, Axe launched another campaign that put it head-to-head against luxury brand Tom Ford.
Editing by Katherine 'Makkie' Maclang
