Johannesburg – Male fragrance brand, Axe says it is ready to take Comic Con Africa 2024 by storm with an exhilarating showcase that promises to be nothing short of unforgettable.
From today, Thursday, (26 September 2024), to Sunday, (29 September 2024), fans can immerse themselves in the Axe-pierance at the Joburg Expo Centre (NASREC), featuring live performances, VR experiences, and the chance to meet none other than Axe’s newest ambassador, Robot Boii (Mzwakhe Mbuli Jr).
Known for his multi-faceted talents as a dancer, musician, podcast host, and comedian, Robot Boii will make special appearances throughout the event.
He’s set to perform exclusive shows on Saturday and Sunday at 12h00 and will guest judge the highly anticipated Cosplay Competition on Saturday at 13h00.
Attendees can expect to see him bring the Axe Effect to life, showcasing the confidence and coolness that the brand stands for.
Speaking to The Bulrushes at the launch on Thursday, Ameena Mhatey, AXE assistant brand manager had this to say about the brand’s involvement in a gaming event (Comic Con): “AXE has always been about creating this illusional space for customers to be confident, be themselves, and express themselves in the best way that defines who they are.
“As a brand, we feel like gaming does that to a lot of people, which we felt it’s the best space for us to tap into, whether that be with the Gen-Z or older group.
“We really wanted to tap into a new target audience that we could attract whether that be in gaming or sports.
“I think this is kind of the start of that journey not only for us to tap into, but also our global business is super aligned to the FIFA gaming world. So this is kind of the next best thing for us to go into.”
On why AXE chose to partner with Amapiano star Robot Boii as its latest ambassador, she said: “We really wanted a tap into someone that is in the music space or even fashion and the lifestyle space as a whole, and who’s also a role model to so many males and females as well.
“Robert Boii is exactly that. He used AXE since he was 13 years old, and has always loved the brand.
“It was kind of an organic partnership for us; he told us that he always dreamed of working with Axe. So we kind of thought that was a perfect start to the partnership.
She added: “But also we wanted to tap into an audience that follows an ambassador that they’re proud of and look up to, and I would confidently say with a lot of Robot Boii followers, we tap into exactly that.
“They look up to him, they want to be him, and with AXE, you can be exactly like Robot Boii.”
Axe’s new fragrance range, featuring cutting-edge Zinc Zap technology, was specifically developed to keep young men fresh and confident throughout the day.
“I love that Axe has been re-engineered so I can keep levelling up my game, especially on days when I’m on the go from sunrise till sunset,” says Robot Boii.
The range includes four bold scents: Apollo, Ice Chill, Dark Temptation, and Axe Black – each crafted to ensure every young man has a fragrance that matches their unique style.
At Comic Con Axe will invite visitors to step into a world where scent meets adventure.
The Axe-pierance will feature four VR zones, each representing one of Axe’s signature fragrances.
Guests will be transported into visually immersive worlds through the Axe Effect, complemented by mocktails inspired by the fragrances.
“We wanted to create an Axe World through VR, mocktails, and music that reflect our fragrances,” said Mhatey.
“Each zone is unique, exciting, and unexpected.”
Visitors can also look forward to exclusive spot prizes, including limited-edition Axe merchandise, and the opportunity to engage in an augmented reality (AR) experience in the Axe Dome.
J Sbu from East Coast Radio is hosting the four-day event, keeping the energy high with more surprises up his sleeve.
With 68 000 attendees expected, Comic Con Africa 2024 is set to be one of the largest pop culture events of the year.
Be sure to visit the Axe-pierance between 09h00 – 18h00 daily in Hall 6. Follow Axe on Instagram @axe.sa and use the hashtag #AXEXComicConAfrica2024 to join the conversation.
