Luciano shines as the new face of Axe's Fine Fragrance campaign

Luciano shines as the new face of Axe's Fine Fragrance campaign, marking the ultimate collab of the year

Luciano, radiating brilliance as the dynamic new face of Axe’s Fine Fragrance campaign, perfectly symbolizes the zenith of this year’s partnerships, displaying his unparalleled influence in both music and style. Bolstered by the formidable media power of Unilever, this collaboration transcends mere partnership; it’s a cultural phenomenon. As Germany’s most streamed artist for three years running, Luciano is not just a titan in the music industry but a trailblazer whose every endeavor turns to gold, including this monumental alliance with Axe, which has become the year’s most triumphant success story, significantly elevating the brand’s stature.

Luciano’s involvement goes beyond being the campaign’s luminary; he’s also the co-creator of the ‘Flaxe’ scent, a fragrance that has achieved sell-out status across Germany, thanks to its widespread appeal. This cross-media campaign, masterfully executed across Germany, Austria, and Switzerland, spans TV spots, outdoor advertising (OOH), points of sale (POS), social media (SOM), and festival appearances, demonstrating a 360-degree marketing mastery. The comprehensive approach, amplified by Unilever’s media prowess, has not only showcased Luciano’s influential power but also cemented this collaboration as the year’s most successful, creating an unforgettable impact across the DACH region and heralding a new era of brand partnership success.

800M+

IMPRESSIONS

OWN

PRODUCT LINE

GSA

TERRITORY

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CHALLENGE

Finding the Perfect Face for Axe's Fine Fragrance Collection

Axe needed the perfect face to launch their new, premium Fine Fragrance Collection, designed to smell like high-end perfume. For the USA, rapper Lil Baby was chosen, and in England, the rising star Aitch. In Germany, Axe sought a personality who could authentically represent the brand’s elegance and sophistication.

Luciano, Germany’s most streamed artist for three consecutive years, was the ideal choice. Axe required someone who could be deployed cross-media: TV, social media, digital platforms, and festivals, creating buzz and excitement everywhere. The goal was also to boost sales at retailers and establish the scent as a premium fragrance in the deodorant segment. Luciano embodies the dynamism and success that the Fine Fragrance Collection represents, turning the campaign into an unprecedented success and elevating the Axe brand in the DACH region.

@luciano_loco030 Gewinne eines von 99 ultimativen Flexpacks und hol es dir im Flexship-Store bei mir persönlich ab! Jedes Pack beinhaltet einen Duft aus der AXE Fine Fragrance Collection und jeweils ein Piece zum Flexen, vom Gucci Shirt über Apple AirPods Pro bis zu Prada Shades. Mehr auf AXE.de #ultimativerflex #axe #finefragrancecollection ♬ Originalton - Luciano Loco

STRATEGY

Axe's 360-Degree Campaign with Luciano

The strategy for Axe’s Fine Fragrance Collection was a comprehensive 360-degree campaign, ensuring maximum visibility and engagement across all channels. The campaign included:

Out-of-Home (OOH): High-impact billboards and street posters in prime locations.
Point of Sale (POS): Eye-catching displays and promotional materials in retail stores.
Digital: Extensive social media and online advertising, targeting a wide audience.
Cinema: Engaging ads shown before blockbuster movies.
Press: Strategic placements in top magazines and newspapers.
Festivals: Presence at major music festivals to connect with fans directly.

Tailored assets were created and deployed across all platforms, with the TV commercial featuring Luciano’s hit song “Modus Mio” being particularly well received.

Innovative Activations

To further engage the audience, Axe introduced several innovative activations:
Axe Box at Festivals: Visitors could perform a duet with Luciano, creating memorable experiences.

Pop-Up Store in Berlin: The Axe community had the chance to win unique prizes such as Gucci caps and other luxurious items. Additionally, fans could meet Luciano live at an exclusive meet & greet event.

Luciano also launched his own product line with Axe, named Flaxe, further solidifying his association with the brand.

These activations not only created buzz but also reinforced Axe’s position as a premium brand in the deodorant segment, driving significant sales growth and elevating the brand’s presence in the DACH region.

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RESULTS

Luciano and Axe: A Year of Unmatched Campaign Impact

The campaign achieved more than 800 million impressions, demonstrating enormous cross-media reach. Sales of the Fine Fragrance Collection and the Flaxe Limited Edition saw significant increases. The campaign garnered tremendous positive feedback and a strong click-through rate (CTR). Overall, the campaign was a resounding success, with the brand expressing high satisfaction. This collaboration between Luciano and Axe stands out as a unique and highly effective partnership.

Given the outstanding results, the campaign has been extended for another year. We are excited to continue this successful journey and look forward to even greater achievements in Year 2.

800M+

IMPRESSIONS

OWN

PRODUCT LINE

GSA

TERRITORY

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