- Pete Davidson is taking over the Axe Instagram account on May 1st, he revealed in a teaser post.
- On May 1st, Davidson will host a Reddit style ask me anything (AMA) conversation with fans of the page.
- In the teaser, the SNL album explains, “I have been using Axe since high school and they finally rewarded me for it” and encourages fans to share questions in the comments for his takeover.
Axe’s move to work with Davidson comes as the Unilever brand is looking to expand its market beyond teenage boys, and reflects its latest push to evolve with the times.
The effort speaks to older Gen Z consumers who may have grown up on the brand to help position it as a brand that can grow with them into adulthood.
The brand has a history of evolving with the times. In the early 2000s, when the brand skyrocketed in popularity, it was known for its risque ads aimed at teen boys. In 2017, the company evolved with the times and admitted that cliches and toxic masculinity can be harmful. In 2021, the brand favored messaging focused on non-binary sexuality with a campaign featuring a young man attracting all types of people through his scent.
