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Product Launch & Activation
AXE was preparing to introduce four new fragrances to the Riyadh market and wanted a launch that would stand out from anything else in the region. Rather than relying on a standard product reveal, the brand challenged XX Agency to create an experience that could capture the imagination of its audience, embody AXE’s bold personality, and spark conversations both on the ground and online.
What We Did
From venue design, stage setup, and lighting, to branded installations that encouraged guests to interact and share.
Event Coordination
Built giant perfume installations, each representing one fragrance.
Brand Activation
Produced and distributed real-time content to expand reach beyond the venue.
Content Production
Designed visual assets and event collaterals tailored to AXE’s bold aesthetic.
Package Design
The Impact
The launch was met with overwhelming enthusiasm, successfully positioning AXE’s new fragrances as must-have products in Riyadh. Guests praised the creativity and execution, with many highlighting the interactive scent installations as a standout feature.
Influencer participation and user-generated content created a ripple effect on social media, driving strong visibility and engagement.
