THE CHALLENGE

Studies show Gen Z daters are so over dating apps. In fact, our studies found that 76% of Gen Z had grown tired of swiping, but over half of them admitted that knowing how someone smells would influence their decision to match with someone. AXE commissioned data even shows that 89% of Gen Zs agree, dating apps do not show the full picture of a person. The ask was clear, this generation craved authentic connection and AXE needed to break through with a deeper, more sensory dating experience. 

THE STRATEGY

We worked to reposition AXE’s new four product fragrance line as Gen Z’s key to unlocking chemistry and worked with four Gen Z men to develop a fresh take on their dating profiles. This OOH and digital campaign blended sensory experiences and interactive content by inviting passersby to sniff their potential matches before they swipe, successfully spotlighting the importance of scent in the dating world. We also partnered with blogTO to create a three-part video series to document the experiment and amplify social outreach. 

THE EXECUTION

In Toronto, we produced scented posters that resembled dating profiles and placed them in high-traffic areas. The posters featured each of the four guys wearing a signature AXE scented shirts sprayed with the Fine Fragrance line. Passersby’s were invited to get closer to smell the eligible bachelors, and scan a QR code leading to a branded webapp and dating experiences where interested bachelorettes could submit their information to match and potentially go on a date with one of the guys.​ Each guy selected his top match, and was sent on a real-life date with his match – demonstrating the measurable power of scent in driving romantic and personal connections.

THE OUTCOME

The campaign left its mark. Participants sniffed, scanned and matched – proving that scent can be hugely impactful for chemistry and attraction. Media coverage fueled impressions and conversation, raising AXE’s relevance with Gen Z and proving how AXE empowers confidence even before a connection is made.