Today was the launch of Axe’s new campaign, in form of graphic novel. Two products had become characters… or sexy characters for readers/consumers to define their destiny.

For comics this idea is a good one, 100% interactivity and engagement of course. As marketing tool of course it’s awesome, it allows them to measure preferences and so much data around the products. But the content and message, a little dumb and as it’s a constant for Axe: sexist. Is Axe targeting younger audiences every year?


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