"Amoy Jowa Material Ka," "Amoy Sweet, Ugaling Sweet," "Pogi Na Nga, Mabango Pa," and "Ang Bango Mo Bro!" Have you already seen these messages as you pass along Makati? Oh well, these are some of the sweet mural messages in Makati City around its walkways and along its underpass in Salcedo. And this is inline with the campaign of AXE as they launch its two newest scents!
Today, let yours truly Runner Rocky share with you the story behind this sweet campaign for all our bros out there! And great that I'm part of its campaign!
So without further ado, let's check out this sweet story:
“Who says guys can’t be sweet?” AXE, the global leader in men’s grooming, is challenging stereotypes and rewriting the rules of modern masculinity with the launch of two new fine fragrance-quality scents: Black Vanilla and Cherry Spritz, under the AXE Fine Fragrance Collection.
Crafted by world-renowned perfumers and infused with essential oils, both scents deliver up to 72 hours of long-lasting fragrance and deo protection, proving that smelling sweet can still mean smelling seriously good.
This year, sweet is in—and it’s cooler than you think. From trend reports to fashion runways, gourmand-inspired scents are dominating the global conversation. With its latest campaign, “Welcome to the Sweet Side,” AXE is flipping the script, empowering guys to express themselves with confidence and embrace their sweeter side—starting with their scent.
Black Vanilla blends aromatic herbs and juicy fruit for a scent that’s equal parts fresh and indulgent. It opens with vibrant green mandarin and banana, then builds with lavender, sage, and basil, and finishes on a creamy base of cocoa, vanilla, tonka, and sandalwood.
Cherry Spritz brings a bolder sensuality, layering cherry, red apple, and coconut over jasmine, amber, praline, and white moss. The result is a rich, multi-dimensional scent that leaves a sweet and lasting impression.
To bring the campaign to life, AXE is taking its sweet message to the streets—literally. In collaboration with renowned Filipino street artist Jappy Agoncillo and muralist AC Bautista, the brand unveiled a series of “Sweet Side Murals”: bold graffitis that fuse the raw, expressive energy of angas street art with unexpectedly sweet, scent-themed affirmations.
Adding a sensory twist, each wall is infused with the actual scents of AXE’s two newest variants—a first of its kind in the Philippines. These scented murals transform everyday pedestrian spaces into immersive brand experiences.
It’s a powerful visual statement—sweetness and strength, side by side—designed to stop passersby and spark a new kind of confidence among men.
With Black Vanilla and Cherry Spritz, AXE proves fine fragrance isn’t just about smelling good—it’s about owning who you are. And today, that means embracing every side of yourself—including the sweet one.
Smell irresistibly sweet for longer with the AXE Fine Fragrance Collection—now in Black Vanilla and Cherry Spritz! Available for SRP Php315 at online stores and in all leading supermarkets, convenience stores, and drugstores nationwide.
Love the brand? You can also visit @axe_ph on Tiktok, @axephilippines on Facebook, @axe_philippines on Instagram and @axelabphilippines on YouTube.
Which of these sweet messages captured your attention? Which of these you love and like the most? Feel free to share it here and let's discuss! 05/01/2025 (Runner Rocky)
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