New AXE Effect

AXE / Unilever

The New AXE Effect

The AXE Effect

Cheezy Burger Pizza

Papa Johns

Brand Story

When the internet was asking for the return of our iconic cheeseburger pizza, another brand tried to “out-pizza” us by rushing out to launch first.

Cute.

Except… they didn’t launch a pizza the fans asked. They launched a melt.

So obviously, we had to out-pizza the pizza brand that wasn’t even pizzaing.

Campaign Platform

Papa Johns out-pizzas the hut by making the pizza fans have been asking.

Campaign Launch

We kicked off with a spot that feels like scrolling through the internet at 2AM... chaotic, unhinged, and fueled entirely by the world’s obsession with cheeseburger pizza.

Campaign Amplification

We then followed up with a online campaign telling the internet that "They FORGOT the Pizza".

Leading up to the product launch we http'ed them with www.theyForgotThePizza.com

Social

We took to social to publicly apologize for Pizza Hut’s “melt” mishap and then went straight to die-hards and rolled camera with Bartolli make their very first Cheesy Burger Pizza.