Smell Slightly Less Irresistible Post Lockdown: It’s The Responsible Thing To Do

MullenLowe launches a 'Lite' edition of Axe body spray for Gen-Z.

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When it comes to fragrance and attraction, Axe has always led the way. But as we come out of lockdown, and start to live in a new normal as government restrictions are eased, we all need to be responsible. So MullenLowe and Axe have come together to create a new spoof product variant to help young guys maintain social distancing – Axe ‘Lite’. 


Launching in The Netherlands via a public service announcement film as part of a Media Partnership with De Speld, the title has recently published an article aimed at post-high school education youngsters on how to get back into the dating game. This partnership is closely aligned with Axe’s influencer marketing strategy, managed by Axe’s PR agency Glasnost, where public figures will create unboxing films on TikTok to share with their masses.


With no media plan, one of the beauties of the idea is topicality and being ‘in the conversation’. It is inherently a pro-active idea developed and executed by the creative agency, MullenLowe.


Jamie Brooks, Global Marketing Manager at Axe said: “Axe wants to be at the heart of culture, and the return to a ‘new normal’ with social restriction reducing gave us the opportunity to create a ‘spoof’ new, lighter product that allows you to be slightly less irresistible.”


Ewan Paterson, Chief Creative Officer at MullenLowe Group UK said, “Axe ‘Lite’ is just what the cooped-up, post lockdown 18-year-old needs. Something to help you laugh at the mad times we are living in. Axe has always had cheeky, satirical humour at its heart, ‘Lite’ is another idea that subverts the norm and gets people talking about the brand.”

MullenLowe Group UK

We work with some of the world's most innovative marketers; clients who think like challengers. And so do we. Our integrated approach involves a communion of our best talent with wit and charisma from every discipline. From brand planning to creative campaign development, customer experience to sustainability and purpose communications, media planning and buying to agile production. This approach ensures we deliver ideas that maximise the opportunity for the brand as a whole, never just one channel. We are part of a global network of distinctive agencies, rich in local culture with both intimacy and scale, providing a full service offering with a depth of resources across the globe in 90+ offices and in 65+ markets.