Axe is centering its latest campaign around an influencer, leveraging Davidson as both dating wingman and giver of life advice. The idea is to help Gen Z men master their “rizz,” a popular slang term ...

As Cracker Barrel recently learned, moving away from what consumers want can turn a brand bland — unless that’s what a brand’s fans are clamoring for. Which is the case for a new rebrand by Axe, the ...

Axe has long occupied a peculiar place in young men’s grooming culture: hugely successful, instantly recognizable, and forever linked to teenage excess. The brand even gave that heavy-handed ...