AXE is a leader in embracing the chaos of the internet. When Emily Zugay redesigned our logo, we didn't just lean in—we harnessed her signature brand of chaos for a full-scale campaign.

Emily is famous for her unsolicited logo redesigns. When it was AXE’s turn, we went beyond a profile swap or sending a care package. We went all-in, starting with a social content series that introduced her "axe AXE" can to the world and ending with an exclusive partnership with Walmart.

The campaign embraced Emily’s unique brand of humor, matching the energy that her fans had come to adore. We teased the launch through our feeds while keeping our audiences engaged. Hype for the Walmart drop remained high by naming Emily AXE’s 'Big Boss' across channels and creating content that prominently featured the can.

We turned a meme into a tangible, sold-out product. Joining forces with Walmart, AXE became the first brand to bring a Zugay original to a global retailer, completely selling out just days later.

When presented with internet chaos, AXE didn’t just watch. We went all in, resulting in…