Modern Marketing Brand Strategy

Axe and Fortnite to launch the ‘Mistaverse’

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By Webb Wright | Junior Reporter

June 14, 2022 | 4 min read

Aiming to capitalize on Fortnite’s huge popularity, Axe has built an in-game landscape and experience in partnership with leading Fortnite streamer Kyle ‘Bugha’ Giersdorf.

Male grooming brand Axe is hoping to catch the eye of the rapidly-growing gaming community with a new activation in Fortnite, the immensely popular online video game. The ‘Mistaverse,’ as the activation is being called, will be launched tomorrow in partnership with Bugha, a leading Fortnite streamer.

The Mistaverse, in addition to being a verbal play on the brand’s misting body spray products, will be a virtual island where Fortnite players can play ‘Capture the Flag,’ a popular game within the Fortnite universe. The idea for the branded virtual space was based on ‘Med Mist,’ an healing spray that revives players in Fortnite.

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Axe is launching a branded activation in Fortnite / M&C Saatchi Group

“Like Med Mist, Axe is all about giving guys everywhere a power-up,” the brand said in a statement. “And Axe believes that when you smell good, life opens up a world of possibilities.”

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Fortnite, owned by Epic Games, has hundreds of millions of players and has become a major destination for brands – from Moncler to the NFL and the Wu-Tang Clan – seeking to establish a foothold in the evolving metaverse and engage with a younger audience.

The new Axe activation was built in collaboration with Atlas Creative Studios (the game developers behind Fortnite), as well as 19-year-old Bugha. He earned $3m in 2019 when he won the first-ever Fortnite World Cup Championship, an event that initially drew in around 40 million contestants. He was listed in the Forbes’ ‘30 Under 30’ list for the gaming industry the following year.

“Collaborating with Axe on the Med Mist-inspired Mistaverse in Fortnite Creative has been such a fun experience,” Bugha said in a statement. “Together, Axe and I are taking Med Mist’s healing ability to the absolute next level with a whole world that powers up players’ creativity. I can’t wait to see what other players think.”

The Mistaverse goes live in Fortnite tomorrow, June 15.

For more, sign up for The Drum’s Inside the Metaverse weekly newsletter here.

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