AXE: Dog | The Power of Sweetness
AXE needed to launch its Fine Fragrance Collection to a Gen Z audience that viewed the brand as dated. LOLA MullenLowe was tasked with making "sweet" scents appealing to young men by moving away from traditional seduction tropes. The goal was to drive sales for the Cherry Spritz variant by proving AXE still had its edgy, provocative cultural relevance.
Creative Idea
Dramatized the "sweetness" of a fragrance by making a pet dog violently jealous.
AXE subverted the traditional "sweet" fragrance trope by dramatizing its potency through an absurdist horror - comedy where a man's scent is so irresistibly sweet it triggers a pet dog's violent, human - like jealousy, proving the fragrance's undeniable power.
The Boxing Dog That Reclaimed Gen Z
Absurdist Violence Meets Fine Fragrance
To execute the campaign's "near - documentary" absurdist tone, LOLA MullenLowe partnered with the directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier). Known for adding "melancholic humor" to ridiculous scripts, the directors focused on high - end cinematography to contrast the romantic setting with the sudden, dark violence of the jealous pet. The "boxing dog" was achieved through a meticulous blend of animal coaching and seamless CGI/animatronics, ensuring the pet’s technical "slip and counter" boxing moves looked both realistic and hilariously aggressive.
Redefining Sweetness for the Modern Man
The strategy pivoted away from the "nerdy guy gets the girl" trope of the early 2000s, instead treating the ad as social media entertainment. By highlighting "Gourmand" scents like vanilla and berry - which data showed were trending among 50% of Gen Z consumers - the brand successfully subverted the concept of "sweetness." Rather than being soft, the scent is presented as a primal force so potent it triggers physical confrontation. Caroline Gregory, Global Brand Director, noted that the new range gave the brand license to push into "even more absurd and unexpected territory."
Viral Momentum and Market Dominance
The "Power of Sweetness" series, including the *Dog*, *Bear*, and *Baby* spots, drove massive digital engagement. The campaign fueled over 69 million views for the #SmellLikeASnack hashtag on TikTok. This cultural resonance translated directly to the shelf; the Axe Cherry Spritz variant quickly became one of the top three bestsellers in the collection across global markets including the UK, Mexico, and Australia. According to Unilever, the humor - first approach worked, with 80% of consumers reporting they were more likely to buy from the brand following the launch.
Creative Strategy Deconstructed
Company
AXE possessed a new fine fragrance line with "sweet" gourmand notes that challenged its historically hyper - masculine brand image.
Category
Men's fragrance ads typically rely on suave seduction or generic "freshness" tropes that feel dated to younger audiences.
Customer
Gen Z men value absurdist humor and "smelling like a snack" but want to avoid traditional, cheesy masculinity.
Culture
The rise of "weirdcore" and surrealist social content allowed the brand to use dark, cinematic absurdity to stand out.
Company
AXE possessed a new fine fragrance line with "sweet" gourmand notes that challenged its historically hyper - masculine brand image.
Category
Men's fragrance ads typically rely on suave seduction or generic "freshness" tropes that feel dated to younger audiences.
Strategy:
Redefine a traditionally soft product attribute as a potent, disruptive force through extreme, absurdist dramatization.
Customer
Gen Z men value absurdist humor and "smelling like a snack" but want to avoid traditional, cheesy masculinity.
Culture
The rise of "weirdcore" and surrealist social content allowed the brand to use dark, cinematic absurdity to stand out.
Strategy:
Redefine a traditionally soft product attribute as a potent, disruptive force through extreme, absurdist dramatization.
Strategy Technique
Use Absurd Logic
It takes the literal benefit of "sweetness" and pushes it to a ridiculous extreme where it becomes a source of physical danger and primal conflict.
Explore Technique
Creative Technique
Embrace the Weird
The campaign uses an unsettling, hyper - realistic man in a dog suit to create a surreal atmosphere that makes the brand's "sweetness" claim memorable through pure, absurdist discomfort.
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Craft Breakdown
The campaign excels through its bizarre, high-concept execution of 'jealousy' using a disturbing practical creature suit and a jarringly sweet soundtrack.
The obsessive dog-themed set dressing creates a claustrophobic and surreal environment that perfectly sets the stage for the absurdity.
The physical performance of the actor in the dog suit is remarkably animalistic yet unsettlingly human.
The synergy between the romantic Japanese ballad and the physical violence of the dog-man creates a unique 'cringe-comedy' tone.
