Axe Promotes New Fragrance With Fan Influenced Graphic Novel

Axe Anarchy Fragrance Graphic NovelThis week (Jan 10) Unilever brand Axe launched Anarchy, a new fragrance that they are marketing to not just their traditional young male audience, but this time also to young women.

To get the word out, digital agency Razorfish are telling the story of the fragrance’s creation as a serialized graphic novel that is being written and illustrated in real-time based on suggestions by it’s fans on Twitter, Facebook and YouTube.

In fact, the artists and writers of Aspen Comics will be including some of the contributors into the graphic novel as characters as the story develops.

If you’re at all familiar with Axe’s past marketing efforts you won’t be very shocked to see that story too consists mostly of super-hot women losing their minds when the scent of an Axe product reaches their nose. Let’s hope that the contributors can steer the story in a more interesting way.

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