AXE, known as Lynx in the UK, has revealed that the mysterious wiener man seen all over Mexico City during the FIFA World Cup 2026 Opening Ceremony Week was part of a promotional stunt. The brand confirmed on June 17, 2026, that the man in a full wiener costume and fitness influencer Cheyenne Moles were the couple that had the internet buzzing for two weeks.
The Viral Couple
Sightings of the wiener man and Moles at five-star hotels, celebrity rooftop restaurants, and inside Estadio Azteca for the opening ceremony sparked widespread curiosity. Social media was flooded with theories about their identity, with many speculating about the meaning behind the unusual pairing.
AXE's Campaign
The stunt is part of AXE's global FIFA World Cup 2026 campaign, 'Smell Your Best When You Look Your Worst'. The campaign is built on the idea that AXE Fine Fragrance is so effective that even a man dressed as a giant wiener can be irresistible.
Caroline Gregory, Global Brand Director for AXE/Lynx, said: "This is what winning at the World Cup looks like for us. Fine fragrance and the World Cup are not two things you’d normally put together. Nobody expected us to show up. But we did, and we got the whole world talking with a wiener’s love life. That’s AXE doing what it does best: Smell your best, even when you look your 'wurst'."
Limited-Edition Fragrances
AXE also partnered with FIFA World Cup 2026 to launch three limited-edition fragrances from its Fine Fragrance collection: Marshmallow Smoke, White Vetiver, and Indigo Haze. These feature AXE's most FOMO-fueled packaging to date.
Retail Pricing
- UK: Marshmallow Smoke (150ml Premium Deodorant Aerosol) – £5.95 RRP
- Germany: Marshmallow Smoke (150ml Premium Deodorant Aerosol) – 5,79€ RRP
- France: Marshmallow Smoke (150ml Premium Deodorant Aerosol) – RRP 4.99 € – 5.19 €
- Argentina: Marshmallow Smoke and White Vetiver (150ml each) – AR$ 6,057.26 RRP (without IVA)
- Mexico: Marshmallow Smoke, White Vetiver, and Indigo Haze (150ml each) – 100 MX$ RRP
All prices are at the sole discretion of the retailer.
