Comic Con Africa 2024 wrapped up on a high note, and AXE, South Africa’s leading male fragrance brand, delivered a show-stopping experience that left fans buzzing with excitement. The AXE activation, which ran from Thursday, 26 September to Sunday, 29 September at the Joburg Expo Centre (NASREC), proved to be a highlight of the convention. Attendees were captivated by a blend of live performances, immersive VR zones, and a star appearance by AXE’s ambassador, Robot Boii (Mzwakhe Mbuli Jr.).
Feedback from the activation has been overwhelmingly positive, with attendees expressing their enjoyment of the dynamic, multi-sensory “Axe-pierance.” Robot Boii’s live performances on Saturday and Sunday were a standout, drawing crowds eager to witness his infectious energy and unique flair. His show on the AXE stage was hailed as one of the event’s most exciting moments, with fans joining in to experience the “Axe Effect” first-hand.
Robot Boii also made a memorable impact as the guest judge of the Cosplay Competition, where his charisma and connection with the audience shone through. “Robot Boii brought something special to our activation, embodying the confidence and coolness that AXE is all about. We’re thrilled with the response from fans,” said Ameena Mhatey, AXE’s brand representative.
This year’s activation also gave fans the opportunity to engage with AXE’s latest fragrance range, powered by the revolutionary Zinc Zap™ technology, designed to keep young men fresh and confident throughout the day. Each VR zone was tailored to represent one of AXE’s four signature scents – Apollo, Ice Chill, Dark Temptation, and AXE Black -offering a unique sensory journey that captured the essence of each fragrance.
“We’re beyond excited about how well the AXE Comic Con experience was received,” added Mhatey. “Our goal was to create an environment where fans could fully immerse themselves in the brand, and the feedback has been fantastic. The mocktails, VR experiences, and performances worked together to bring the AXE brand to life in a way that was fresh, fun and engaging.”
Attendees were also treated to exclusive AXE merchandise, spot prizes, and a high-energy atmosphere thanks to event host J Sbu from East Coast Radio. Over 68,000 pop culture enthusiasts gathered at Comic Con Africa, making it one of the largest events of the year, and AXE’s contribution has been widely recognized as one of the standout features.
As the event concluded, AXE left a lasting impression, cementing its place at the intersection of pop culture, style, and personal confidence. Fans can relive the moments and continue the conversation by following @axe.sa on Instagram and using the hashtag
