AXE: AXE Face Spring Break

The men’s grooming and lifestyle brand, AXE, needed to drive awareness and product trial in tandem with the launch of AXE Face.

YMC, in partnership with the agency Sub Rosa, brought the AXE Face brand to life via Spring Break marketing. Making a big splash at Panama City Beach, FL, we created a multi-channel experience that lived on the beach, in hotel rooms, and at the most popular bars and clubs in town.

Creation of the AXE Face Cube, a face-washing station with skin consultations

AXE Face hotel check-in and room takeovers

Street team sampling and Spring break promotions

Results

2K

Direct impressions and 15,000+ daily interactions with U.S. college students

30K

Axe Face samples distributed

9%

Increase in coupon redemption at key retailers

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