Axe and Marvel have created a new set of superheroes, The Fresh-Men, to draw teens' attention to its Ice Chill products.
Working with the entertainment powerhouse Marvel, Axe developed a collection of heroes, high-school students with super abilities. The heroes will also be committed to a five-part video comic series online.
The Fresh-Men is a story that takes place at the Future Minds School of Science & Technology, in Marvel's universe at a Wakanda outreach academy for inner city youth.
Rapper and actor, SuperDuperKyle, also cameos in the series and will feature at Axe's Comic Con installment. There is also a musical component to the campaign, it has created a new soundtrack, produced in partnership with Mass Appeal - all available on Spotify.
Mindshare media research showed Axe that an opportunity explores the "power of franchise properties, fandom".
Mark Lodwick, brand director of Axe, said: "Comic books are awesome storytelling vehicles for our teen fans, so working with Marvel was a no-brainer. Axe believes attraction and confidence are powers guys can tap into everyday to be their best selves, so creating a team of young super heroes who routinely flex that confidence when facing adversity is a perfect way to reinforce this belief to our guys.
"Also by creating a mixtape, we drew on our fans love of hip hop to further explore these characters and extend the experience, fun and enjoyment of the Fresh-Men to our fans."