How Axe tapped into internet culture for its latest product campaign

Axe is rolling out its Fine Fragrance collection, with a marketing effort targeted at Gen Z.

In the social media world, a “ratio”—when comments on a post far outnumber the likes it gets—is something brands typically try to stay away from. But with the launch of its Fine Fragrance Collection, Axe is rolling out a campaign that looks to ratio luxury brands by highlighting preference consumers have shown for the new scents.

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