With Pride Month in full swing this June, brands are pushing their rainbow-print products in hopes of winning over the LGBTQ community. Over at Axe, however, it simply took a couple of tweets to achieve ally status.
The men’s grooming brand — known for its body spray — is earning props after the person running its Twitter account turned a joke at its expense into an opportunity to support gay rights.
It all started when news broke that a small group in Boston is planning to throw a Straight Pride Parade, claiming that gay rights parades during Pride Month discriminate against heterosexuals. The proposed parade has been widely mocked online, with Chris Evans calling the men behind it “homophobic.” Another critic joked that a Straight Pride Parade would feature a “giant Axe body spray” float.
Floats for the Straight Pride Parade...
- Giant AXE body spray
- Bag of Doritos
- Big Mountain Dew
- Tomi Lahren riding a Swastika
- Jacob Wohl waving on a Twinkie
- Charlie Kirk in a diaper
- The curly hair gun girl in a beige leotard riding an AR-15
- Giant Parent’s basement
— Tony Posnanski (@tonyposnanski) June 4, 2019
Axe, however, begged to differ, shooting back, “We’ll be at the parade that matters and this one isn’t it.”
BREAKING- AXE Bodyspray has declined to be a sponsor for the Straight Pride Parade. https://t.co/TXxoiIJ7LV
— Tony Posnanski (@tonyposnanski) June 5, 2019
The comment ruffled the feathers of one Straight Pride Parade supporter, who accused Axe of being “uninclusive and intolerant” and slamming its products for smelling “like garbage.” Axe fired back with a cutting comeback.
Gay rights are human rights but go off jill
— AXE (@AXE) June 5, 2019
And just like that, Axe became the toast of the internet — unless you’re Jill, of course. (For the record, she is maintaining her “right to express my opinion,” according to an exchange with a critic.)
this is honestly such an honor
— AXE (@AXE) June 5, 2019
— Greg Hogben (@MyDaughtersArmy) June 5, 2019
AXE body spray literally said GAY RIGHTS pic.twitter.com/0hBQ8nayBT
— Jarett Wieselman (@JarettSays) June 5, 2019
Things are so bleak rn we have to stan axe body spray https://t.co/dY2gFR5HXe
— Jess Dweck (@TheDweck) June 5, 2019
I stand with *checks notes* AXE Body Spray. pic.twitter.com/qK2zrRCj0g
— Gennefer ‘Stands with the WGA’ Gross (@Gennefer) June 5, 2019
You’re a trash human. Just wanted you to know.
Hey @axe I’ll buy some body spray for my dad to make up for this hateful chick and her family. ❤️
— yvette nicole brown (@YNB) June 5, 2019
— Franklin Leonard (@franklinleonard) June 5, 2019
To recap: The year is 2019. Donald Trump is president, and Axe Body Spray is a burgeoning gay icon.
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