UNILEVER BEGINS AXE CAMPAIGN
By Adnews Staff
Toronto-based Unilever Canada has begun a campaign for its AXE male deodorant spray, which was released in Canada last week. Introduced in France in 1983, AXE is distributed in a four-ounce black can in six fragrances: Apollo, Kilo, Orion, Phoenix, Tsunami and Voodoo. Harrison, Young, Pesonen & Newell is handling media planning and buying for the product launch. Segal Communications is handling promotions. Edelman Public Relations is handling media relations. Advertising created by Bartle Bogel Hegarty of London is also being used in Canada. Television advertising began running on Aug. 1. Theatre and online advertising broke last week to coincide with the arrival of the products in stores. Additional marketing support includes sampling programs at theatres, music events and college campuses, as well as a national promotional program called the "AXE Angels Tour" and "AXE Bashes" at nightclubs in some Canadian cities.