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Social distancing, while crucial to slow the spread of Covid-19, has bruised demand for consumer goods that people tend to use when physically close to other people. Gum and mints, for example. Deodorant and antiperspirant, too. And, of course, condoms.
The six-feet-apart issue plays a role in the latest marketing drive from men’s grooming brand Axe. In a 30-second spot created with agency Lola MullenLowe, a woman holding a press conference declares being vaccinated “is hot right now,” before adding that getting “Axeinated” will allow guys to get even closer to others.
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