Own Every Situation

In 2025, AXE returned to Bulgaria after more than 15 years away from the market. As the world’s #1 male grooming brand, it needed to reintroduce itself with cultural relevance and confidence.

To launch the locally crafted platform “Own Every Situation”, we created a launch event at EXE Club, split into two segments – an exclusive experience for influencers, media and partners, followed by a high-energy party for the wider Gen Z audience. Two segments, one mission: make AXE visible, desirable and talked about again.

Own Every Situation” stands for giving young men the confidence to step forward – not just in attraction, but in life. When you smell good and feel good, you move differently. And when you move differently, everything becomes possible.

In one night, we gathered 1,000 attendees (200 official guests and 800 party visitors) and placed the brand directly in the hands of its core Gen Z audience.

• 754 products distributed
• 250+ pick-up lines generated
• 123 real matches created
• 514 AXE-inspired cocktails served

Guests didn’t just receive products – they opened them, tested the scents, compared favourites and discussed them on the spot. They moved between zones, returned to activations and actively took part in the experience.

At the same time, we were navigating a sensitive territory. Talking about attraction in

AXE entered Bulgaria not just as a product, but as a male grooming brand rooted in confidence and connection – fully native to Gen Z culture.

We arrived at the party as an unknown scent – and left with main character energy.