Axe Unveils Innovative Brand Collaboration with TikTok Designer Emily Zugay
In a bold move to connect with its Gen Z and Gen Alpha audience, Axe has partnered with TikTok influencer Emily Zugay, known for her humorous and absurdist takes on brand logos. This collaboration redefines the traditional brand design approach, showcasing a limited-edition can that features a minimalist, clip art-style graphic of an axe against a plain white background.
Launched on October 10, the new packaging stems from Zugay’s viral TikTok post in July, which garnered over 5 million views. In her video, she humorously suggested that the brand’s identity is not just for “boys in middle school locker rooms” but resonates with adult men. The overwhelmingly positive response to her concept inspired Axe to swiftly mock up the new design, emphasizing the brand’s commitment to responsive social listening.
“This collaboration illustrates a significant shift in how brands interact with consumers,” stated Dolores Assalini, head of Axe U.S. “Our audience demanded this new logo, and we actively engaged in the process.” Within 24 hours of Zugay’s video, Axe made the redesign available for purchase through Walmart’s website.
Zugay emphasized the importance of brands adopting a lighthearted and relatable approach, saying, “Brands that embrace meme culture connect more effectively with audiences today.” This partnership not only showcases Axe’s adaptability but also highlights the importance of collaboration with young consumers who want to play a role in shaping brands.
Axe’s strategy goes beyond mere branding; it’s a response to the evolving landscape of consumer engagement, especially for young men who seek to be active participants rather than passive observers in brand narratives. The brand’s focus on authenticity and culture mirrors the ways Gen Z and Gen Alpha create and interact with content.
In light of Axe’s innovative strategies, Unilever, Axe’s parent company, has announced an increase in investment in social media advertising and influencer collaborations. “We are continually evolving to maintain our relevance in a culture that is rapidly changing,” Assalini concluded. This initiative not only emphasizes Axe’s dedication to modern marketing strategies but also reinforces its commitment to building genuine relationships with its consumers.
