BEAUTY CARE

Axe celebrates Apollo launch by premiering TV spot during Super Bowl XLVII

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — To celebrate the biggest product launch in its 30-year history — the launch of the Apollo line of products — Unilever’s Axe men’s grooming line will premiere a television commercial titled “Lifeguard” on Feb. 3 during the third quarter of Super Bowl XLVII.

The commercial, which can be viewed online at YouTube.com/AXE, will direct Super Bowl viewers to sign up to enter for the chance to win a trip to space.

As previously reported, between Jan. 9 and Feb. 3, U.S.-only visitors to AXEApollo.com will be able to enter for a chance to win a ticket to space. After Feb. 3, U.S. fans will still have the opportunity to enter for a chance to win a ticket to space alongside peers from around the globe.

“Within the first week of announcing the program, we are ecstatic to see more than 150,000 fans have signed up for this once-in-a-lifetime experience,” stated Matthew McCarthy, senior director of brand development for AXE in North America. “Our fans have come to expect the unexpected from AXE, and we’re looking to surprise them again on Super Bowl night.”

Since this is Axe’s Super Bowl debut, fans who are in New Orleans should look for Axe Astronauts who will share news of the program and encourage consumers to sign up. Candidates who receive the top votes on AXEApollo.com will have a chance to compete for one ticket to travel to space on a flight with international space agency Space Expedition Corporation.

In addition to “Lifeguard,” fans can also view “Fireman,” the spot previously released by Axe on Jan. 8 at YouTube.com/AXE.


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Barbasol launches ‘Shave Like a Man’ advertising campaign

BY Antoinette Alexander

DUBLIN, Ohio — Barbasol, a line of shave creams and after-shave products for men, has launched “Shave Like a Man,” the company’s first new advertising campaign since 2008, and the brand’s largest national, multi-media effort in its 94-year history.

“Barbasol is an iconic brand with deep roots in America’s heritage,” stated Ken Waldron, VP of advertising for Perio, the parent company of Barbasol. “Times have changed since men first shaved with Barbasol in 1919, and with ‘Shave Like a Man,’ we’re taking an amusing glimpse at what our forefathers might think of our so-called modern-day struggles. We’re certainly not undermining the trials and tribulations of men today, but are more having fun with the concept of the remarkable differences between the men who helped shape this country and their present-day counterparts.”

The campaign includes television and radio ads, as well as online engagement. The concept for “Shave Like a Man” was developed with creative partner GSD&M after market research it conducted found that 91% of men who were surveyed strongly agreed with the statement, “I respect a real man.” The agency’s research also revealed that 84% of men strongly agree with the statement, “It’s hard to be a real man today.”

“Shave Like a Man” is launching with a 30-second television spot, “War Hero,” and 30- and 15-second radio ads, “Mutiny” and “Prancing.” Additional ads will be launched throughout the year and will run for the duration of 2013. Television spots are scheduled to appear on TNT, Comedy Central, ESPN, NFL Network, Spike, Syfy and more, while the radio and digital ads will run across numerous entertainment and sports outlets nationwide. In addition, Barbasol is unveiling a redesigned Web site and interactive “Shave Like a Man” feature on its Facebook page.


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WSJ: J&J shopping women’s care unit

BY Michael Johnsen

NEW YORK — Johnson & Johnson is shopping its women’s health unit, according to a report Friday in The Wall Street Journal, which suggested that the business no longer coincided with J&J’s "growth priorities." 

The brands managed by the unit include intimacy health KY and women’s personal care brands, o.b. tampons and Stayfree and Carefree pads. 

Recent brands sold by J&J have included e.p.t. pregnancy tests, Monistat and Rolaids.  

The Wall Street Journal projected that more consumer brands considered non-core to J&J’s growth strategies will be jettisoned as well, potentially including Band-Aid, Listerine, Neutrogena and even Tylenol. 

But the company will not be exiting the OTC arena altogether, the report suggested, citing J&J’s ongoing interest in eyecare company Bausch & Lomb.


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