UNILEVER TO PROMOTE AXE IN CANADA
By Adnews Staff
Unilever Canada will use three Toronto agencies for the Canadian launch of its male deodorant spray AXE. Harrison, Young, Pesonen & Newell will handle media planning and buying. Segal Communications will design a national promotional program. Edelman Public Relations will handle media relations. AXE was first released in France in 1983. Its is distributed in a four-ounce black can. Icons on the packaging represent the product's six fragrances: Phoenix, Apollo, Tsunami, Orion, Voodoo and Kilo. It is expected to be available at food, drug and mass outlets late next month. "Young men are spending more money and time on their appearance than ever before and this trend is expected to increase," said Michael Alexandor, category director for skincare, anti-perspirant and deodorant at Unilever Canada. "We think the time is finally right to bring AXE, an incredibly popular franchise in many countries around the world, to Canada.