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Axe Adds Non-Heterosexual Elements To Latest Marketing Campaign

January 13, 2016: 12:00 AM EST
Men’s grooming brand Axe launched a marketing campaign created with 72andSunny. In a clear departure from its macho-man approach to pushing its products, the brand’s new campaign includes videos showing men attracted to other men. Although the brand retains some if its “heterosexual chase” marketing tendencies, it is doing so in a “less macho way.”
Jack Neff, "Axe Adds Guy-Chases-Guy Scenes to Its New Take on Masculinity", Advertising Age, January 13, 2016, © Crain Communications
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