2016 saw AXE, SA’s #1 male fragrance brand, experience a magical transformation. Through launching the ‘Find Your Magic’ campaign, the brand went from the tired “be irresistible to women” message to encouraging their audience to embrace qualities that make them unique and attractive. According to the brand, the ‘Find Your Magic’ positioning recognises that stereotypical views of masculinity are changing as modern masculinity takes centre stage. This magic permeates everything the once one-dimensional brand touches, from marketing campaigns to their celebrity and influencer campaigns with the likes of singer John Legend, TV man Maps Maponyane, Rapper Dash, Filmmaker/Photographer Trevor Stuurman and Fashion Creative Siya Beyile.
Last month, the brand announced a historic partnership between the world’s number one deodorant and fragrance brand; and internationally award-winning DJ Black Coffee, to find and showcase Africa’s top house music talent on an international stage – Ibiza. “AXE believes a man is at his best and most attractive when he finds his magic – that special thing that makes him unique. AXE believes in owning your thing. Black Coffee is an artist who has definitely found his magic – a proudly African beat that is dominating the world stage. But for Black Coffee it’s not all about personal success. He’s on a mission to share local talent with the rest of the world. He is the perfect partner for AXE on our first pan-African campaign where we show the world what Africa has to offer,” said Ryan Fauconier, Brand Manager for AXE South Africa.
This collaboration sees the two brands come together to roll out a Dj search, where all aspiring DJs need to upload entry tracks to AXECESS.com, and share how they have found their magic. A team of judges including Black Coffee will evaluate the tracks, and narrow down the entries. Five DJ finalists, hand-picked by Black Coffee will then compete head-to-head at a send-off party in August, with the winner claiming a slot to perform with other African winners and Black Coffee at a historic all-African event at Ibiza super club ‘Hi Ibiza’ in September. AXE is also giving super-fans the chance to win an all-expenses-paid VIP trip to AXECESS IBIZA. All they have to do is buy any AXE product, dial the USSD code and follow the prompts. Five finalists will be selected to attend the send-off party, with a draw on the night deciding the lucky winner that will be joining Black Coffee and the DJs in Ibiza.
AXE has also collaborated with creative team ISeeADifferentYou, to shoot an inspiring and visually arousing YouTube content piece for its AXE #YouGotSomething campaign. How magical?