- A branded content format in collaboration with ‘La Pija y la Quinqui’ aimed at helping to promote self-confidence among young people.
- The project will launch during the summer months, combining snack content pieces on social media and live events at the Arenal Sound festival, which the brand sponsors.
Madrid, July 1, 2024 – AXE, the well-known deodorant and fragrance brand from Unilever, is teaming up with the Arenal Sound festival to create the ‘Arenal Sound Stream Stage x AXE’. Havas Media Network Spain, Havas PLAY, and Havas International have worked on this project, handling its ideation and activation.
For the second year, Unilever’s brand will sponsor the ‘Arenal Sound Stream Stage x AXE’ at the Arenal Sound festival (July 30 to August 4, Castellón). This special stage hosts live programs featuring artists and content creators, which can also be viewed on digital platforms. This year’s hosts are ‘La Pija y la Quinqui’, winners of the Ídolo award for the best podcast in Spain. They will conduct interviews with current music scene artists and talents, discussing topics such as self-confidence and self-assurance. Additionally, prominent music figures and content creators like Luc Loren, Nil Moliner, Marina Reche, Ibán García, Denna, Mar Lucas, Soge Culebra, and Baby Loud will kick off the festival.
“This branded content format allows us to extend the sponsorship of our AXE brand beyond the festival dates and continue to communicate its positioning through relevant content for its target audience. It also reinforces our ongoing commitment to building the brand around values such as inclusivity, self-confidence, and superior products,” says Clara Couto of AXE.
Eduard Resina, Transmedia Supervisor at Havas PLAY, adds: “Collaborating with influencers like La Pija y La Quinqui and the Arenal Sound festival allows us to connect meaningfully with younger audiences and communities. This project also enables us to continue evolving and transforming the positioning of a well-known brand like AXE, integrating it into current cultural codes.”
To give visibility to the new AXE Black Vanilla product, in-situ tests will be conducted during the Arenal Sound festival, reaching its over 300,000 attendees. Additionally, to extend the product experience beyond the festival dates, AXE will engage top influencers to generate relevant content around the brand and the new product.