Axe Launches New Fragrance With Graphic Novel On YouTube

Unilever has launched a new fragrance under its personal care brand Axe, and this time, the line that was once only for men is also rolling out a scent for women. The fragrance line, called Anarchy, is being introduced online with a graphic novel on the brand’s YouTube page, and fans can help shape the outcome.

Anarchy: The Graphic Novel was launched today on the Axe channel, which has more than 12,245 subscribers and tops 15 million total views. The story follows the “Anarchy Girls” as they create chaos around the world and new sequences will be uploaded every few days. Fans can shape and interact with the story by posting their suggestions and votes for plot twists, and some could even end up becoming a character.

The channel also gives consumers a behind the scenes look into the making of the novel and the team at Aspen Comics, with whom Axe partnered on the initiative. Fans can also “Spread Anarchy” by sharing the page via Facebook, Twitter and Tumblr.

Followers can also submit their plot and character suggestions through Axe’s Facebook page, which has more than 2.3 million Likes, or the brand’s Twitter feed, with upwards of 50,885 followers.

The worldwide campaign promoting Anarchy was first introduced with teaser commercials online and in movie theaters earlier this month, and is being supported with print and online ads, as well as television commercials that will begin running widely on January 29th, according to the New York Times.