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Axe Advertising Marvel

Axe and Marvel create The Fresh-Men heroes for fragrant fandom


By John McCarthy, Opinion editor

July 14, 2019 | 2 min read

Axe and Marvel have created a new set of superheroes, The Fresh-Men, to draw teens' attention to its Ice Chill products.


Axe and Marvel create new heroes

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."

Axe Advertising Marvel

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