The campaign, titled 'Smell Your Best When You Look Your Worst,' aimed to demonstrate that the brand’s scents are powerful enough to make even the most ridiculous costume seem irresistible. Caroline Gregory, Global Brand Director for AXE, noted that the company wanted to disrupt the typical association between fragrance and sports. By placing the costumed character at the center of the World Cup’s biggest events, the brand successfully sparked global speculation about the couple’s identity.

Alongside the viral stunt, the company launched three limited-edition fragrances: Marshmallow Smoke, White Vetiver, and Indigo Haze. The rollout includes specific regional pricing strategies across the UK, Germany, France, Argentina, and Mexico, emphasizing the brand's reach as the world’s leading men’s fragrance label. The initiative leans on the company’s proprietary ZincZap technology to maintain its position in the competitive grooming market.