# Buskvertising Axe Pays Buskers to Promote Leather-Scented Deodorant By Bianca | Published 2009-12-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/leather-scented-deodorant References: [nytimes](http://www.nytimes.com/2009/10/30/business/media/30adco.html) & [theaxeeffect](http://www.theaxeeffect.com/) Axe, a company known for eccentric promo ideas, came up with the idea to sponsor [street musicians](https://www.trendhunter.com/trends/music-deserves-bose) to spread buzz about their leather-scented deodorant. In exchange for putting up an Axe Instinct sign and giving out free samples, they're paying branded buskers $1,000 for 4 months of buskvertising. Part of the deal includes singing Cody Chesnutt's song "Look Good in Leather" -- the theme of the new Axe Instinct ads -- a few times a day. What a way to promote leather-scented deodorant! Check out some more [clever Axe ads](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign) below. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 23% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Street Marketing:** Disruptive innovation opportunity: Companies can sponsor street musicians or performers to promote their products and services in a unique and engaging way. - **Branded Entertainment:** Disruptive innovation opportunity: Brands can collaborate with artists, musicians, and content creators to create entertaining and immersive experiences that help promote their products. - **Scent Marketing:** Disruptive innovation opportunity: Businesses can explore the use of unique scents in their marketing campaigns to create a sensory connection with their target audience. ### Where This Applies - **Advertising:** Disruptive innovation opportunity: Advertisers can leverage unconventional advertising methods like buskvertising to capture consumers' attention in a cluttered media landscape. - **Personal Care:** Disruptive innovation opportunity: Companies in the personal care industry can experiment with novel scent profiles to offer unique and differentiated products that appeal to consumers' senses. - **Music and Entertainment:** Disruptive innovation opportunity: Artists and musicians can explore partnerships with brands for buskvertising opportunities, providing them with additional income streams and exposure. ## Related on Trend Hunter - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Scent-Infused Apparel](https://www.trendhunter.com/trends/stealie-hoodie.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Male Grooming Artist Collaborations](https://www.trendhunter.com/trends/whaxe-pack.md) - [Interactive Grooming Brand Pop-Ups](https://www.trendhunter.com/trends/lower-body-spray.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md)