Axe unites young people in Peace campaign

Axe has launched a new global campaign that brings girls and guys together to ‘make love, not war’.

Axe Peace campaign

Advert for 'Axe Peace' campaign

The Axe Peace campaign aims to generate unprecedented awareness of the peace message and encourage young people to take simple but meaningful actions that will have a positive impact on the future of their communities and the world they will inherit.

For the campaign Axe has partnered with international non-profit organisation Peace One Day to drive awareness and action for Peace Day on 21 September – an annual event of non-violence and ceasefire unanimously adopted by all United Nations member states.

“Our inspiration for creating the ‘Make Love Not War’ campaign for Axe Peace was knowing that our ability to bring guys and girls together could be used powerfully to have an impact on a huge scale.” says Tomas Marcenaro, Global Vice President for Axe.

Raising awareness

The campaign’s TV commercial first aired during the Super Bowl on 2 February – which annually ranks as one of the most-watched programmes on television globally, regularly drawing more than 100 million viewers. Watch the commercial on YouTube.

Jeremy Gilley, founder of Peace One Day, adds: “Our partnership with Axe will inspire an astounding amount of young people, and awareness of peace is everything.

“Awareness inspires action, and action creates change. We’re honoured that a brand like Axe, which reaches millions of people each year, is supporting us to inspire and empower a new generation of peacemakers.”

'Warm, masculine scent'

The fragrance at the heart of the Axe Peace product range was developed by renowned fragrance expert Ann Gottlieb. It combines notes of fresh citrus, nutmeg and cedar wood to provide guys with an intriguing, warm and masculine scent.

The range includes deodorant body spray, anti-perspirant spray, deodorant stick, anti-perspirant stick, roll-on, shampoo, styling cream, face wash, shave gel and shower gel.

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