You may remember the scent of Axe from some middle school dances and awkward teenage dates, but the popular body spray and wash brand made waves online for something entirely different: The brand came out in defense of Pride and LGBTQ rights in a Twitter exchange that went viral Wednesday.
The body spray’s endorsement of LGBT rights comes after a Twitter joke that listed out possible candidates for Straight Pride parade floats, which was proposed to take place later this summer. A “giant AXE body spray” was first on the list.
“We’ll be at the parade that matters and this one isn’t it,” tweeted Axe in response to that tweet.
“Good to know you don’t support straight people. How very uninclusive and intolerant of you,” one Twitter user replied to Axe’s stand. “I’m glad, because I think @Axe smells like garbage.”
The brand replied: “Gay rights are human rights but go off jill.”
Unilever, Axe’s parent company, announced last month that Axe will partner with the charity Anti-Violence Project at this year’s WorldPride, set to take place in New York City in honor of the 50th anniversary of the Stonewall riots. The Anti-Violence Project offers counseling and support to LGBT victims of hate crimes and violence.
Earlier this week, the notorious body spray announced that it teamed up with Microsoft for an Xbox-branded body wash, available only in Australia.