George Costanza perfected the move on Seinfeld, and now Axe has taken the concept to the next level. It’s the “leave behind” and it’s meant to give daters a second chance at love when maybe the first chance didn’t go so well.
Working with agency LOLA MullenLowe Madrid, the body spray company has made the “Oops-I-Forgot-This-At-Your-Place Collection” for Valentine’s Day, a pre-packaged clothing ítems with a unique scent meant to be left behind at a potential partner’s place so they think about giving someone a second chance at love.
While many people have experienced leaving a garment at a crush’s place, with this campaign, Axe is giving people the chance to leave a lasting impression. The collection includes beanies, t-shirts, shirts, socks and bandanas, each with a unique scent, meant to create the perfect opportunity for a second date.
“People would tell us they often have taken a piece of clothing of their partner because it reminded them of how he smelled. We wanted to play a twist on that insight and help our guys feel confident to get a second chance, in case they were not quite confident the first time,” said Francisco Cevasco, senior global brand manager at Axe in a statement.
People can purchase the “Oops-I-Forgot-This-At-Your-Place Collection” through delivery apps such as Rappi in Mexico and Latin America. Additionally, on Valentine’s Day there will be a vending machine with the entire collection placed at Plaza Satélite in Mexico City.
“Being able to add more excitement to the power of an iconic fragrance like Axe with a fun and playful idea like this one is a nice way to further strengthen the bond between our audience and the brand,” said Tomas Ostiglia, executive creative director of LOLA MullenLowe in a statement.