Imagine a world where brands embrace the surreal, where absurdity reigns, and engagement with consumers reaches unprecedented heights. This is the essence of TikTok absurdism. As traditional marketing tactics falter, brands like Axe are redefining their strategies to connect with Gen Z and Gen Alpha consumers by leaning into this playful and unconventional space. By understanding the cultural landscape shaped by platforms like TikTok, brands can resonate with their audiences in meaningful ways. This article explores how Axe leveraged humor and absurdity in their latest campaign, highlighting the importance of collaboration between brands and consumers.
Embracing TikTok Absurdism: Axe’s Innovative Collaboration
Axe, the Unilever men’s grooming brand, has taken a bold step in its rebranding efforts by collaborating with Emily Zugay, a graphic designer known for her absurdist humor on TikTok. In October 2025, Axe launched a limited-edition product featuring a minimalist design—a white can adorned with a simple clip art-style graphic of an axe. This collaboration has captured significant attention on social media, showcasing the brand’s willingness to disrupt the norm and appeal directly to its target demographic. Zugay’s TikTok post, which revealed her take on the brand’s logo, garnered over 5 million views and half a million likes in just a few days, signifying consumer demand for fresh perspectives.
TikTok absurdism is not just a fleeting trend; it embodies a cultural shift where humor, irony, and creativity engage consumers emotionally. As Dolores Assalini, head of Axe U.S., noted, “The reaction from our fans was really loud and clear. They wanted the new logo, and we listened.” This responsive approach to consumer feedback illustrates the evolving nature of brand-consumer relationships.
Authenticity Through Absurdity: Connecting with Today’s Youth
In a rapidly changing marketing environment, authenticity has become a buzzword that brands often use to describe their connection with consumers. However, companies need to go beyond this concept, particularly when targeting younger audiences. Today’s consumers, especially those in Gen Z and Gen Alpha, actively seek to interact with brands rather than passively receive messages. Harnessing the power of TikTok absurdism, brands can create a genuine dialogue with their audience.
Axe’s collaboration with Zugay exemplifies how comedy and absurdity can enhance a brand’s authenticity. By integrating humor seamlessly into their marketing strategies, brands can create relatable content that audiences want to share. Zugay’s participation as Axe’s “Big Boss”—a whimsical title devised to foster engagement—encourages consumers to feel involved in the brand narrative. This collaborative storytelling not only captures attention but also encourages interactions that reinforce brand loyalty.
The Role of Social Listening in Modern Marketing
Social listening is a critical component of successful marketing strategies today. Brands must stay attuned to the cultural currents that resonate with their audience. Axe’s partnership with Zugay began after her TikTok video showcasing the new logo went viral, illustrating the importance of identifying trends and listening to consumer feedback. The design process was triggered by consumer demands, demonstrating that brands can achieve incredible results when they pay attention to online conversations and sentiments.
In a world where brands often create content in isolation, Axe’s approach acknowledged the collaborative nature of modern consumer culture. It aligns with the trends highlighted in Kraft Heinz’s insights into culturally nimble marketing, showcasing the necessity for responsiveness and collaboration in brand strategy.
Amplifying Brand Presence with Influencer Collaborations
Influencers hold immense power in shaping consumer perceptions. Axe effectively taps into this dynamic by leveraging Zugay’s social media influence to amplify its brand message. The curiosity and engagement generated by their partnership highlight a broader trend where brands increasingly partner with influencers to create relatable content that resonates with their target audiences.
This method extends beyond single campaigns; it establishes an ongoing connection between the brand and its community. As brands like Axe shift their focus, they embrace a model that champions collaboration over traditional advertising methods. Similar to strategies discussed in Hyundai’s engagement strategies, Axe illustrates the potential for ongoing dialogues with consumers.
Creating Value Through Unique Brand Experiences
Axe’s campaign with Zugay does more than just promote a product; it creates a unique brand experience that adds value for consumers. By integrating content creation and humor, Axe fosters an environment where consumers feel empowered to engage with the brand on their terms. Assalini emphasizes this principle, stating, “It’s not just a one-and-done—‘we’re making them, we’re selling it.’ We’re creating a whole story and entertainment cycle around it.”
This approach appeals to the modern consumer’s craving for authenticity and connection. As highlighted in discussions about brand values, the intent to create deeper connections can significantly enhance brand loyalty and visibility.
The Future of Marketing: A Social-First Approach
As Unilever’s CEO, Fernando Fernandez, noted, a fundamental shift towards social-first marketing is imperative. By transitioning a significant portion of their advertising spend to social media platforms, Unilever is not just keeping pace with trends but leading them. This trajectory positions brands like Axe at the forefront of innovative marketing strategies oriented around consumer engagement.
With this shift comes a growing need for brands to embrace platforms where absurd humor thrives, such as TikTok. The collaboration with Zugay exemplifies how traditional brands can evolve by adopting TikTok absurdism to resonate with younger audiences, illustrating how humor and relatability can elevate brand identity.
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