Axe aims for world peace with Axe Peace, campaign

ENGLEWOOD CLIFFS, N.J. — Unilever’s Axe brand has unveiled Axe Peace, both a new line of products and a campaign designed to bring young people together to affect change with a single act: a kiss.

The campaign features a 60-second film and a 30-second commercial titled “Love,” which will premiere Feb. 2 during Super Bowl XLVIII. The spot, created by BBH London and directed by Rupert Sanders, is a collection of global vignettes that depict the campaign’s theme of “make love, not war” and includes a call to action: #KissForPeace.

As part of the campaign, Axe is looking to provide a simple way to help guys and girls spread awareness for peace worldwide by asking them to take a photo of a kiss, tag it with #KissForPeace, and share it online via their social networks. These demonstrations of love will be displayed daily via a Times Square Billboard from Jan. 27 to Feb. 9 and featured at starting on Feb. 10.

The Axe Peace fragrance combines notes of citrus, nutmeg and cedar wood. In a first for the brand, Axe is introducing the Axe Peace collection across all of the brand’s grooming product categories: body spray, deodorant and antiperspirant sticks, shower gel, shampoo and conditioner, hair styling, face wash and shave gel.

Axe is also teaming up with Peace One Day, an international non-profit that drives awareness of world peace, with campaigns in 50 countries set to advance Peace One Day’s goal of peace-building and awareness of Peace Day (Sept. 21), an annual day of non-violence and ceasefire officially recognized by the United Nations member states. In the United States, Axe will generate exposure and awareness on behalf of Peace One Day through its social network of fans, presence at lifestyle events and through online, print and TV advertising, including the TV spot that will air during the Super Bowl, the second consecutive year the brand is appearing in the telecast, expected to reach 164 million viewers.


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