Axe: Get Axeinated

Let’s face it, getting vaccinated is hot... who knew being vaccinated was such a trending topic in your dating profile? And although getting vaccinated may be the newest relationship status to spark attraction, some young adults have yet to get their shots. In fact, more than half of Gen Z adults said they were not in any hurry to get the vaccine. With young guys dropping the ball on their grooming routines during quarantine combined with their vaccine hesitancy, guys don’t have the tools to engage in a summer of attraction. As the leader in men’s grooming, today AXE is launching ‘Get Axeinated,’ a programme to help increase Covid-19 vaccine rates among young men while also helping them smell great and stay safe, so they can reenter the dating world with confidence. AXE’s new digital ad spot, a light-hearted parody of a traditional press conference, highlights the importance of getting vaccinated as well as the role that fragrance and attraction can play in getting back out in the world and giving guys confidence. In order to get close again this summer, getting vaccinated is just one piece of the puzzle and AXE wants guys to know if they want to get back into the dating world, they should also Get Axeinated. The video drives viewers to www.Axeination.com where guys who have been vaccinated, or intend to, can claim their Axeination Kits. The idea was created by LOLA MullenLowe and will live on digital platforms across the U.S. Additionally, to help create excitement around getting vaccinated, AXE is stopping in the state of Georgia, where vaccination rates are among the lowest in the USA, especially among young people who are just gaining access to COVID-19 vaccines. The brand will host an in-person 'Axeination Station' in Atlanta on Tuesday, June 22nd. Those interested can visit The Atlanta Beltline from 5:30 to 7:30 PM EST for a chance to get Axeinated in-person and receive an Axeination Kit to take home.