Recently, the international company unveiled Riky Rick and Kagiso Rabada as ambassadors for the popular Vaseline brand.
Hardly a week after, international trendsetter DJ Black Coffee was unveiled as the face of AXE, the world’s number one deodorant and fragrance brand.
The launch fete took place last night at the full to capacity Thirteen Avenue in Braamfontein, were whos-who of the industry players from musicians, DJs, media and hangers-on came in hordes to witness one of the best kept secret unpacked to the world.
Born Nkosinathi Maphumulo- Black Coffee’s immediate assignment is to search frantically for five emerging DJs not only in SA; but other African States to accompany him to the world’s favourite playground Ibiza in September 2017.
According to the KZN born, this completes him having not played in some African countries as much as he would have loved.
“This partnership or the campaign would afford or allow me to play, visit and identify talent in some of the African countries I’ve never been to.
Its imperative to also point out that the Europeans and US have the power to book us, whereas in Africa it’s a bit of a challenge hence I’m ecstatic for this opportunity presented to me by the AXE team,” said Black Coffee during interview on the sidelines with SLM.
The five handpicked DJ finalists, will compete head-to-head at a send-off party in August, with the winner claiming a slot to perform with other African winners and Black Coffee at a historic all-African event at Ibiza super club Ibiza in September.
AXE is also giving super-fans the chance to win an all-expenses-paid VIP trip to AXECESS IBIZA. All they have to do is buy any AXE product and follow details on the pack.
At the launch three ranges were introduced -Signature, Adrenaline and Urban – each line consists of cologne, antiperspirant aerosol and roll on.
“Masculinity is evolving and men are embracing and adapting a more modern attitude towards masculinity than ever before. AXE is growing with its audience and providing fragrances that suit their everyday lives,” said Ryan Fauconier, Brand Manager for AXE South Africa.
Asked if his wish of an Orchestra will be part of the campaign Maphumulo (in company of wife) said it is not, since plans are afoot to host a show in London (October) as part of the Africa Arising, they will then use the Orchestra.
“The campaign will allow Africans to be inspired on a bigger scale.”
Aspiring DJs need to upload their entry track to AXECESS.com, and share how they have found their magic.
A team of judges including Black Coffee will evaluate the tracks, and narrow down the entries.