Sneakers & Cookies

Social
Challenge: Launch AXE’s new Sneakers & Cookies scent and engage the sneaker-head community in a way that felt relevant and credible.

Solution: We baked a life-size, 100% edible, limited-edition sneaker made entirely from cookies, and created a spot that spoofed a traditional sneaker launch film. The film dropped on National Cookie Day, supported by social and a Twitter contest where one fan could actually win (and eat) the sneaker.

Results: 254K+ impressions, 3K+ engagements, 90% positive sentiment, and a CMA Bronze (2020). A culturally responsive, social-first activation that showed AXE could play in sneaker culture without forcing it.