Brandon Beloti and Shareef O’Neal Take Part in Their Own Blind Scent Test for AXE Campaign

This week, AXE launches its biggest – and one of its most provocative – global brand campaigns in years going live from US to Sydney and UK to launch their NEW Black Vanilla scent from its premium Fine Fragrance Collection.

In a recent blind scent test, AXE’s new Black Vanilla fragrance triumphed over Tom Ford’s Tobacco Vanille, with 74% of 220 US men aged 16-34 preferring AXE (Lynx) Black Vanilla fragrance to Tom Ford Tobacco Vanille fragrance and they couldn't keep that news to themselves!

Physical and digital billboards appeared in impactful, high-traffic locations across the globe from Sydney, Australia to the UK, Ireland and Toronto’s Eaton Centre.

Yesterday in the UK, the campaign went live across the country with over 750 digital OOH sites and a special hype drop stunt on the banks of the Thames. A mysterious scented billboard with a playful message asking passers-by if they thought the billboard smelt better than a £200 fragrance, the creative then transformed to showcase Lynx (AXE) Black Vanilla as the mysterious consumer scent of choice. The billboard was unveiled by TV personality Wes Nelson, dropping the product to a cohort of social influencers and gen Z crowd.

In the US, this week AXE launched a new linear TV campaign with 30-second spots running throughout March Madness programming as well as across streaming services and YouTube. The ‘Haters Upset: AXE vs Tom Ford’ spot features influencer talent Brandon Beloti, Shareef O’Neal, Chiney Ogwumike and Kris Jenkins taking part in their own blind scent test, taking on Tom Ford’s Tobacco Black Vanille. Original ‘Flip The Haters’ participant Paul Fino also tested AXE Black Vanilla against Tom Ford’s Tobacco Vanille in a live reaction and verified that once again AXE smelt better than its premium fragrance competitor.

Digital banners will also run nationwide in Target and Walmart and social assets will run across AXE owned channels.

The launch will be supported by a global TikTok influencer campaign.