Drip Too Hard Set to the tune of Lil Baby's smash hit 'Drip Too Hard,' the new spot aims to cement AXE as the Fine Fragrance G.O.A.T. (Greatest of All Time). The new creative is directed by SNL short director Mike Diva, who is a frequent collaborator with several high-profile hip-hop artists.

Key to the effort is a 30-second national spot starring Lil Baby, who is seen marketing the products, called the Axe Fine Fragrance Collection, while the rapper's song “Drip Too Hard” is played in the background.

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse. Unilever introduced many products in the range, but was forced to use the name Lynx in the United Kingdom, Ireland, Australia, and New Zealand due to trademark issues with the Axe name.

In 2021, Axe relaunched its brand with its “New Axe Effect” campaign, which outlined its values as an inclusive brand. And it worked, helping Axe experience growth in the U.S. for the first time in over a decade.

Axe Commercial Suggests That Women's Increasing Hotness Is A Danger To Men. Axe Commercial Suggests Women's Hotness Is A Danger To Men. By Julie Zeilinger. Author of College 101: A Girl's Guide to Freshman Year and A Little F'd Up: Why Feminism Is Not A Dirty Word.

Missing Person remains one of the top trending perfumes on TikTok right now because it has been specially blended to “evoke the lingering scent of your lover's skin,” according to the brand's website.

Lil Baby Radio During his rise in 2020, the Quality Control rapper said he was charging $100,000 for features while QC's Pee and Lil Durk told him to double it. When he was asked how much he charges for a feature, Baby said his price tag now clocks in at $350,000.

During an interview with Big Loon's The Experience podcast on Wednesday (Oct. 12), Lil Baby said that he now charges up to $350,000 for a feature. “I don't even be doing features no more,” the 27-year-old rapper responded to Big Loon's question about how much a verse costs.

The AXE brand was first launched in France back in 1983. After success in Europe, Latin America and other parts of the world, AXE was introduced in the U.S. in 2002.

Smell good quality. Smell is ok , but only works for 2hrs. The 72hr smell is a marketting gimmick .

Axe, the deodorant has Tagline “The Axe Effect”, promoted as the naughtiest brand in the Indian market. The brand is targeted at male aged 16-35.