Axe ‘Kiss for Peace’ Campaign Promotes International Goodwill, Social Media Style


AXE Challenges young people to #KissForPeace in honor of International Peace Day

Marnie Kunz
  • 21 august 2014

Men’s personal care company AXE has launched a campaign to get young people involved in the peace movement, using the tools they know best: social media. AXE’s Peace campaign encourages people to spread love and goodwill worldwide by kissing, and sharing their kiss posts on social media, with the hashtag #KissForPeace.

The Axe Peace campaign features a 60-second film and 30-second commercial titled “Love,” which premiered nationally on Feb. 2 during Super Bowl XLVIII. The short film is a collection of global vignettes that depict the campaign’s theme of “make love, not war” and includes a social-media friendly call to action with the hashtag #KissForPeace.


In addition to encouraging peace through sharing love on social media, AXE has partnered up with Peace One Day, an international non-profit group that promotes world peace. Together the peace-loving teams have launched campaigns in 50 countries to facilitate peace-building and awareness of International Day of Peace, which is Sept. 21. International Day of Peace is an annual day of non-violence and ceasefire officially recognized by the United Nations member states.

AXE is encouraging young people to join in the worldwide call for nonviolence with it’s snappy peace ads and wide social media fan base, making use of millions of AXE fans on social networks. Peaceful kissers can join the movement to spread love and goodwill on Axe’s Peace site. In order to participate, peace promoters just need to share a kiss on social media and add the hashtag #KissForPeace.


In honor of the Kiss for Peace movement, AXE has also created peace-themed products, including body spray, deodorant and antiperspirant sticks, shower gel, shampoo and conditioner, hair styling, face wash and shave gel, all brandishing the always cool and classic peace sign. The AXE Peace fragrance was developed by renowned fragrance expert Ann Gottlieb. The peace-themed musk collection includes wafts of fresh citrus, nutmeg and cedar wood, and carries the characteristic AXE allure, giving off an intriguing, warm and masculine scent.

[h/t]: Axe Peace, Business Wire, International Day of Peace


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