Unilever begins online Axe campaign
By Adnews Staff
Unilever Canada began a new online sponsorship program yesterday on the website AskMen.com to promote Axe Deodorant. The campaign was created by Internet advertising firm 24/7 Canada, which is the online ad sales agent for the site in this country. During the Axe campaign, the AskMen.com homepage will be rebranded "AxeMen" to promote its new fragrance "Unlimited." The creative, aimed at Canadian men aged 18-24, encourages viewers to sign up at "Axe U" to improve their seduction skills. The initiative will run for one week. Other components will include ad banners, text links, and editorial materials. PHD Canada, Unilever's media agency, also participated in the formation of the sponsorship package. AskMen.com is owned by IGN Entertainment.