The AXE Can

MOMENT
What started as a meme redesign from TikTok’s favorite branding queen, Emily Zugay, spiraled into the most aggressively average and coveted AXE can ever made. Within 24 hours, Emily’s “rebrand” TikTok hit 5M+ views and fans demanded AXE make it real. 

OPPORTUNITY
This wasn’t just another meme, it was a full FYP to shelf moment, showing the power of owning culture versus following an assigned role. This was a prime example of social-first storytelling that drove real action, fan-fueled product innovation, content-to-commerce at Walmart, and the first-ever shoppable creator collaboration for both Emily and Walmart.

RESULTS
We had 1,000 AXE axe cans and sold out in less than 4 days, selling at a  +316% daily sales rate compared to our average. This collaboration garnered XX earned media impressions, 27.5M+ social impressions, 226.5k+ social engagements, and over 1,500 new followers.