AXE, the iconic grooming brand synonymous with confidence, has successfully concluded its Bangene As You Are school tour, which spanned across 18 secondary schools across Gauteng, Mpumalanga, Limpopo, and KwaZulu-Natal, inspiring thousands of learners to show up boldly and authentically – a bold campaign that celebrated individuality, self-expression, and the unmistakable Axe-Effect.
The campaign message; “Bangene” means to show up with confidence by being comfortable in your own skin. It’s centred around showcasing your Axe-Factor with the confidence of knowing that Axe is by your side and ultimately coming out of the shell as a student stepping into a new chapter of life.
Driving the message home was AXE brand ambassador and cultural icon, Robot Boii, whose infectious energy and inspiring journey resonated deeply with learners. Through live performances, motivational talks, and student dance-offs, Robot Boii encouraged students to step out of their shells and confidently navigate their transition into young adulthood.
“With the Bangene As You Are campaign, we aimed to connect with young people at a critical stage of their lives where identity, confidence, and self-expression are being shaped. The response was incredible. We’ve seen first-hand how powerful it is when students are given the permission and tools to be themselves unapologetically,” says Ameena Mhatey, Brand Manager for AXE at Unilever.
The tour created safe, uplifting spaces where learners could express themselves freely and leave with a renewed sense of self-belief. From energising performances to peer-led discussions, the initiative has sparked a wave of positivity and confidence that continues to ripple through the schools visited.
“This was more than a marketing campaign – it was a movement,” adds, Mhatey. “We’re incredibly proud to have contributed to the personal growth and empowerment of the youth in these communities.”
As the Bangene school tour ends, AXE remains committed to championing self-confidence among South Africa’s youth, ensuring that every young person knows they have what it takes to step boldly into their future – with Axe by their side.