# Scent Struck Campaigns (UPDATE) Axe Unleash the Chaos Campaign Print Ads Released By Katherinev123 | Published 2012-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/axe-unleash-the-chaos References: [brandingmagazine](http://www.brandingmagazine.com/2012/02/03/axe-unleash-the-chaos/) & [fastcocreate](http://www.fastcocreate.com/1679529/the-axe-world-descends-into-dual-gender-anarchy) Trend Hunter recently featured the [Axe Unleash the Chaos campaign commercial](http://www.trendhunter.com/trends/anarchy-unleash-the-chaos) and now here are the follow-up print ads, which also promote the brand's new fragrance Axe Anarchy For Him + For Her. Created by ad agency [BBH](https://www.trendhunter.com/trends/devoured-campaign), the Axe Unleash the Chaos print ads follow the same premise as the TV spot, which rests on the notion that using Axe's Anarchy scent -- a [body spray fragrance](https://www.trendhunter.com/trends/lower-body-spray) that comes in both a men's and women's version -- will "unleash the chaos" because both sexes won't know what hit them. They will be experience a magnetic attraction to each other and be "struck senseless by the Axe effect," as Fastco.Create describes. Over the years, Axe has built a fun brand image based on offering men scents that women just can't resist -- and now men can't resist them on women either. It's a great way to get the attention of both sexes. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 39% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Fragrance Pairing:** Opportunity for fragrance companies to create scent collections that cater to both men and women. - **Gender-neutral Marketing:** Opportunity for marketing campaigns to challenge gender stereotypes and promote inclusivity. - **Multi-sensory Branding:** Opportunity for companies to create unique and memorable brand experiences by incorporating different senses, such as scent, into their marketing strategies. ### Sectors Adopting This - **Fragrance:** Opportunity for fragrance companies to develop gender-neutral scents that cater to a wider audience. - **Beauty and Personal Care:** Opportunity for beauty and personal care brands to create marketing campaigns that challenge gender norms and celebrate individuality. - **Advertising and Marketing:** Opportunity for advertising and marketing agencies to incorporate multi-sensory branding into their campaigns to create more impactful experiences for consumers. ## Related on Trend Hunter - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Scent-Infused Apparel](https://www.trendhunter.com/trends/stealie-hoodie.md) - [Catnip-Infused Fragrances](https://www.trendhunter.com/trends/lynx-with-catnip.md) - [Interactive Grooming Brand Pop-Ups](https://www.trendhunter.com/trends/lower-body-spray.md)