AXE Rejects UEFA Ruling and Hijacks Football Pitch with Pride Flag

Earlier this week UEFA made headlines when it rejected the request of Munich's Mayor Dieter Reiter to illuminate the Allianz Arena with the colours of the rainbow flag for the European Cup football match between Germany and Hungary. The organisation rejected the proposal because it was motivated 'by a political decision' taken by the Hungarian Parliament. 

This prompted AXE and their creative partner LOLA MullenLowe to seize the moment and connect with young guys on and off the pitch. As the leader in men’s grooming, AXE believes that attraction is for everyone and between anyone. If you’re into it and they’re into it, AXE is into it. 

AXE knows from market research that almost 50% of men are afraid of being different and are afraid of being judged and pigeonholed. As a brand that is committed to championing all the ways people experience attraction, AXE developed a new Augmented Reality (AR) lens to support this mission. 

During the Germany vs Hungary match, AXE offered a Snapchat lens that allowed Snapchatters in the stadium to digitally transform the green playing field into the rainbow flag. Snapchatters could share their images and show support for freedom of expression. Fans, creators and influencers which included German player’s wives, took part in the activation garnering over 2.5MM impressions and share rates of 150% vs the benchmark.

AXE is an ally 

AXE is committed to motivating young people to work for diversity, respect and acceptance. The brand sets an example with unisex fragrances and actively supports the Action Alliance against Homophobia.  Since 2019, the AXE Pride Love is Love Edition has been available every year.

Together with the Action Alliance against Homophobia, AXE supports the LOVE IS LOVE competition giving visibility to projects where young people campaign for diversity and acceptance in their communities. Whether supporting a genderless school bathroom or an awareness campaign against prejudices in the communal shower at a sports club, these projects demonstrate that LOVE IS LOVE, whether lesbian, gay, bisexual and heterosexual or trans* and inter*.