Unilever promotes Axe Bullet
By Adnews Staff
Unilever Canada is conducting a marketing campaign in supports of its Axe Bullet line of body sprays for men. The campaign highlights the portable nature of the product by depicting various situations in which a wearer of Axe might meet women. The initiative uses vinyl decals installed in restaurants, bars and fitness centres. The decals are designed to give the impression that someone has left the contents of their pockets on a counter or table. These contents include a can of Axe. The campaign also includes posters in convenience stores and a booklet describing "unexpected hook-up moments" that will be bagged with the June issue of Vice Magazine. Axe will also be a launch advertiser of the MSN mobile advertising system this month, which will deliver ads to cellphones. The national campaign also includes television and transit advertising. The media campaign was developed by PHD Canada. The creative was developed by BBH and adapted by promotional agency Segal Communications. The out-of-home media was provided by Zoom Media. Zig is the Canadian creative agency of record for the brand. The digital work was handled by Dashboard, while Harbinger Communications is conducting public relations. "We built a campaign that tapped into the day-to-day lifestyle of our guy and along the way reminded him that these were also great places to meet women and that Axe was right there with him," said Joanna Janisse, account manager at PHD Canada. "We also had great location-relevant creative adapted to really bring this to life in a relevant way."