The surprising shift in Axe’s voice
Not too long ago, Axe was best known for over-the-top ads filled with surreal seduction scenes and exaggerated fantasies. But if you’ve taken a look at their latest campaigns, you’ll notice something’s changed, and in the best way. The brand’s tone is more grounded, its humor is sharper, and its focus has shifted from unrealistic appeal to something more real: confidence.
Now, Axe isn’t just selling a fragrance anymore. They’re selling a feeling. A boost. A moment of “yeah, I’ve got this.” And they’re doing it by leaning into cultural moments and personalities Gen Z actually relates to.
Enter Pete Davidson, comedian, underdog, and walking proof that charm doesn’t come from a six-pack or model looks. It’s a clever move by Axe. Instead of chasing trends, they’re setting the stage for a more relatable kind of cool. And the results speak for themselves.
The “rizz” revolution and what Axe got right
Let’s discuss rizz. It’s a term Gen Z popularized to explain the art of being able to charm, flirt, or simply naturally appear to conduct themselves confidently. Axe got hip quick, and more notably, they understood that this was more than merely the latest slang to put on an advertisement. It signified something more profound.
Young men nowadays are less interested in perfection and more interested in authenticity. They don’t need a cologne that promises impossible attraction. They want to feel at ease with who they are. Axe’s confidence-first approach speaks directly to that.
Their “Axe Me Anything” campaign with Pete Davidson is a good case in point. It’s basically a Q&A on Instagram in the vein of Reddit’s classic format, where people can ask for dating advice and life advice. But the twist is it’s not preachy, it’s not scripted, and it’s not overproduced. It’s messy, funny, and real. Just like the lives of the people they’re talking to.
Axe’s confidence here isn’t loud; it’s quietly affirming. And that pivot is resonating. Brands wishing to connect with younger audiences would do well to take note: Relatability will always outlast perfection.
Why this strategy works so well
Axe isn’t just trying to grab attention, they’re building trust. And the numbers prove it. According to Unilever’s own reports, they’re increasing their social media spend from 30% to 50% of their marketing budget. That’s a massive shift, and it shows just how serious they are about meeting Gen Z where they are: on their phones, scrolling through content that feels like them.
And it doesn’t stop at one campaign. From launching two new scents (Cherry Spritz and Watermelon Freeze) to producing fun, self-aware ads like “Short Kings,” the brand has built a whole ecosystem around Axe’s confidence. The “Short Kings” ad, for instance, takes a common insecurity (height) and flips it into a story of boldness, backed by Davidson’s cheeky charm and a good spray of Axe. It’s not about being taller, it’s about standing taller.
That’s the kind of message people remember. That’s the kind of story they share.
What brands and entrepreneurs can learn
There’s a lot to admire here, but more importantly, there’s a lot to learn. If you’re running a brand, or even just building one, Axe’s confidence model gives you a few standout takeaways:
- Know your audience, but really know them. Axe doesn’t just market to Gen Z. They’ve immersed themselves in how Gen Z talks, what they value, and what makes them laugh. This isn’t surface-level targeting. It’s cultural fluency.
- Leverage the right voices. Pete Davidson isn’t a traditional leading man, and that’s exactly why this works. His imperfections are part of his charm. When brands partner with influencers, they should look beyond follower counts and think: Who actually gets this audience?
- Humor is powerful, when it’s grounded. Axe used to be known for outrageous comedy. Now they’re using humor that feels real. A little awkward, a little weird, but always warm. It feels human. And in a world filled with polished content, human wins.
- Social-first is the future. The success of the Instagram takeover and Q&A format shows that people want to be part of something. Axe didn’t just post an ad. They started a conversation and made their audience the center of it.
The future of confidence-first branding
The way Axe is evolving proves something big: confidence doesn’t have to be loud. It doesn’t have to be macho. It can be quirky, self-aware, and honest. And when brands adopt that kind of mindset, something incredible happens, they become more than just a product. They become part of someone’s daily ritual. Part of their story.
And yes, it’s paying off. Axe is staying relevant, their engagement is growing, and their fragrance line is expanding. But more than that, they’re giving young people something to hold onto. A small nudge to help them show up as themselves. That’s powerful. That’s lasting.
For entrepreneurs watching this unfold, the lesson is clear: the best marketing doesn’t shout. It listens. It shows up. It makes space for people to feel good in their own skin.
That’s what Axe’s confidence is really about, and that’s a marketing strategy worth borrowing.
FAQ’s
1. How do I make my brand feel more human online?
Talk like a person, not a company, share stuff people can actually relate to, not just polished posts.
2. Is it worth investing more in social media than traditional ads?
If your audience lives online (which most do), then yes, show up where they’re already hanging out.
3. How do I know which influencers are right for my brand?
Go for the ones who genuinely get your audience, not just the ones with big numbers.