Davidson, a longtime fan of Axe’s Phoenix scent, embodies the brand’s evolution from teenage staple to confidence-boosting essential, perfectly aligning with its message that smelling great helps you “own your vibe” (or, as Gen Z calls it, rizz).
Axe
The premium deodorant body spray and fragrance company AXE has just unveiled its latest campaign with daring comedian and actor Pete Davidson, bringing his trademark wit, authenticity, and underdog charm to the brand’s mission of helping guys feel their best. The partnership taps into Davidson’s self-deprecating humor and relatable confidence which are his star qualities, making him a cultural icon in the menswear and lifestyle space.
Davidson, who famously grew up using AXE’s Phoenix scent and recently had dozens of tattoos removed from his body, is the perfect fit for the brand’s new direction. From an awkward teen from Staten Island, to a confident, self-assured Hollywood star, Davidson mirrors the brand’s message of ‘smelling great [to] help you own your vibe,’ – creating a personal aura through a level of ‘rizz.’ As Davidson puts it, “I’ve been a fan of AXE since I was a 6-foot-3, 90-pound teenager. Teaming up with the brand made perfect sense.”
The campaign also introduces two new scents—Cherry Spritz (red apple + warm amber) and Watermelon Freeze (juicy watermelon + sage & key lime)—available in body sprays and aluminum-free deodorant sticks, joining fan favorites like Blue Lavender and Black Vanilla.
Axe
In honor of this launch, Davidson hosted a Reddit-style AMA [Ask Me Anything] on AXE’s Instagram. On May 1, he’ll dish out raw and unfiltered advice on confidence, dating, and, of course, fragrance. Fans can submit questions for a chance to have them answered live.
The campaign also introduces two new scents—Cherry Spritz and Watermelon Freeze—available in body sprays and aluminum-free deodorant sticks, joining fan favorites like Blue Lavender and Black Vanilla.
Axe
The campaign also introduces two new scent additions to AXE’s Fine Fragrance Collection. Scents like Cherry Spritz, provide a crisp blend of red apple and warm amber, and Watermelon Freeze, delivers a juicy watermelon kick with a sophisticated twist of sage and key lime. Both scents are available in body sprays and aluminum-free deodorant sticks, joining AXE’s existing lineup of fan favorites like Blue Lavender and Black Vanilla.
The campaign also introduces two new scents—Cherry Spritz and Watermelon Freeze—available in body sprays and aluminum-free deodorant sticks, joining fan favorites like Blue Lavender and Black Vanilla.
Axe
Premiering the week of May 12, AXE’s new ad features Davidson as the ultimate wingman, helping a guy shake off self-doubt and go after what he wants—with a little help from AXE’s signature scent boost. Titled the “Short Kings,” the latest commercial spot from Axe taps into the taboos of social engagement, something Davidson has been transparent about in his life.
Davidson’s honest, no-filter approach and die-hard love for Axe made this partnership culturally relevant between the two entities. Davidson openly admits his adoration for Axe, leaning into these more sophisticated scents for everyday use, and soliciting advice to the next generation on how to build confidence while upgrading any younger guy’s aesthetic.