Axe and Marvel recently partnered to create a new campaign. The campaign involves the two brands creating a new set of superheroes. The set of superheroes are called the Fresh Men. Axe and Marvel’s the Fresh Men heroes were created to draw teen’s attention have to Axe’s Ice Chill products.
The Fresh Men: Axe and Marvel Create Heroes for Fragrant Fandom
Axe worked with the Marvel to develop the new set of superheroes. The Fresh men are high school students who have super abilities, the story takes places at the Future Minds School of Science and Technology. Axe and Marvels the Fresh Men is set in Marvel’s Wakanda universe. Their school Future Minds School of Science and Technology is an outreach academy for inner-city youth. The heroes in the campaign will be featured in a five-part video comic series online.
Rapper and actor, SuperDuperKyle will also cameo in the series and will feature at Axe’s Comic-Con instalment. There will also be a musical component to the campaign, it has created a new soundtrack, produced in partnership with Mass Appeal. The soundtrack is available on Spotify.
Axe Speaks on Partnership with Marvel to Create the Fresh Men
Mindshare media research showed Axe that an opportunity explores the “power of franchise properties, fandom”. Mark Lodwick the brand director of Axe spoke about the campaign. He talked about how comic books are awesome storytelling vehicles for their teen fans, so working with Marvel was a no-brainer. Lodwick also spoke about how the brand believes attraction and confidence are powers guys can tap into every day to be their best selves. By creating a team of young superheroes who routinely flex that confidence when facing adversity, they are trying to reinforce that belief to young guys.
He also spoke about how the brand created a mixtape. According to Lodwick, they drew on their fans love of hip hop to create the mixtape. They used it to help to further explore these characters and extend the experience, fun and enjoyment of the team of the superheroes to their fans.