Axe has taken a playful turn with its latest product launch in Athens, offering commuters an unexpected dose of fun—and fragrance—during their daily routine. In collaboration with Ogilvy Greece, the brand introduced an interactive sampling experience to promote its newest body spray, Cherry Fizz, by transforming a busy city bus stop into a life-sized claw machine.
Breaking away from traditional advertising, this activation allowed people waiting for the bus to interact with the brand in a unique and entertaining way. By simply scanning a QR code at the bus shelter, commuters could control the oversized claw and play for a chance to “Grab the Sweet”, winning scented tester strips of Cherry Fizz on the spot.
The experience was surrounded by a vibrant design, featuring a giant pool of playful, cartoon-style cherries, creating a lively and sensory-rich environment. The activation combined entertainment with product sampling, bringing a fresh and engaging approach to the typical wait at a bus stop.
With this campaign, Axe effectively targeted Gen Z’s growing appetite for interactive and unconventional brand experiences. The message is clear: today’s young consumers are less interested in passive advertisements and more drawn to memorable moments that make them smile—especially when a free product is involved.
By turning an ordinary moment of waiting into a fun and fragrant game, Axe has once again positioned itself as a bold and playful brand that understands how to surprise and connect with its audience.
