AXE and Marvel joined forces to create a new group of superheroes called The Fresh-Men, plus their own superhero comic video series online, a mixtape. These new heroes take inspiration from AXE's range of new Ice Chill products, which boasts what the body care brand describes as its "freshest fragrance yet." With its new band of superheroes, AXE is aiming to remind teens that "young guys and girls are their most confident and attractive when they're confidently cool."
The Fresh-Men series is set at the Future Minds School of Science & Technology, one of the Wakanda outreach academies for inner-city youth, and stars heroes like Burner, Windchill and Doubletime. In the video series, viewers will see a cameo from rapper and actor SuperDuperKyle.
At the upcoming Interactive Zone, fans will be able to get to know The Fresh-Men better and get copies of the limited-edition comic book.
Key Themes Behind This Trend
- Collaborative Superhero Comics
- Collaborations between popular media and personal care industries are becoming more common.
- Marketing Via Online Video Series
- The Fresh-Men Marvel comic video series is a new way to create an online brand presence.
- Brand Association with Popular Culture
- Through The Fresh-Men, new fragrances promote a wider message to a youthful audience.
Where This Applies
- Personal Care
- Personal care companies can increase their brand visibility by associating themselves with popular media franchises like Marvel.
- Entertainment
- Comic and movie franchises can boost their popularity and create new revenue streams by partnering with personal care companies.
- Marketing and Advertising
- Marketing and advertising industries can leverage collaboration between seemingly unrelated industries for maximum brand impact.
