Posted by Dale Buss on April 3, 2013 01:02 PM
The idea of launching the Axe Face Line with a Facebook promotion obviously was too literal. So the Unilever brand is launching its new line of facial-care products instead with a "Facescore" campaign on Tumblr as a social face-off, supported by ads running on various media websites — and, of course, a presence on Facebook too.
In doing so, Axe is entering a segment of the men's care business of the first time — a more challenging territory than when it had a fairly singular focus on helping young guys simply smell great so they could attract hordes of women.
The launch of the Axe Face Line—including a face wash, shave gel, and post-shave hydrator in four variants—also gives the brand a chance to circle back to promoting Unilever's "Astronaut" marketing platform for the Axe brand (and Lynx brand, in certain territories) grand giveaway of 22 trips to space in 2015.
"Research has shown that a majority of guys don't use facial cleanser; they reach for bar soaps or shampoos or other things to wash their face," Mark Link, Axe US brand manager for Unilever, told brandchannel. "We're launching [the Face line] to address their skincare needs."Continue reading...
Posted by Shirley Brady on January 10, 2013 05:31 PM
As we reported on Wednesday, Unilever's AXE brand is launching a Red Bull-challenging space program related to its new line of Apollo men's personal care products — taking 22 fans (men only, sorry ladies) from around the world to the edge of space as part of its Apollo Space Academy program in December 2013.
The last day to apply is February 3rd (aka Super Bowl Sunday) at AxeApollo.com (terms and conditions are here) or LynxApollo.com in the UK, Ireland and Australia, where Axe is sold as Lynx.
Below, watch Buzz Aldrin announce the AXE Apollo Space Academy (Lynx Apollo Space Academy to some), along with related videos and commercials related to Axe's new Apollo product line and contest:Continue reading...
Posted by Shirley Brady on October 26, 2012 10:02 AM
Lynx, which is sold by Unilever as Axe everywhere but Ireland, the UK and Australia, is expanding on its heavenly angel-themed Lynx Effect campaign with its latest campaign: preparing mankind (as befits the world's biggest-selling male toiletries brand) for the end of the world. Watch the full-length version below.Continue reading...
Posted by Dale Buss on October 18, 2012 08:50 AM
Daily Beast triumphs as Newsweek announces end of print magazine.
Apple loses tablet copyright appeal against Samsung, makes 14 pt. UK apology, reportedly eyes Color Labs, will never resume US manufacturing.
Amazon pushes Kindle to US kindergarten classes.
AOL aims to make email more social with Alto.
Centrum rises on landmark medical study.
China slowdown appears to bottom out.
Facebook rallies on mobile advertising outlook.
In-N-Out Burger opens London pop-up.Continue reading...
Posted by Shirley Brady on April 1, 2012 12:01 PM
In a bid to outdo last year's April Fool's Day jokes, a few April Foolin' Around branded fake gags today include:
• Richard Branson's next adventure, Virgin Volcanic, will take the intrepid billionaire to the center of the earth with Tom Hanks;
• in addition to really advanced search and Google TV Click, perennial prankster Google brings its self-driving car to NASCAR racing (above) and, below, announces Morse Code-based Gmail Tap (double your typing speed!) with LL Cool J, plus 8-bit Google Maps for the neglected Nintendo Entertainment System, and more:Continue reading...
Posted by Shirley Brady on January 31, 2012 05:05 PM
Lynx is promoting Lynx Attract, its first fragrance for men and women, in the UK with an action-packed new commercial and a Twitter hashtag, #UnleashTheChaos.
The Unilever-owned brand, which launched in France as Axe in 1983, launched its fallen angels campaign for Lynx Excite a year ago in the UK. It's also known as Axe in the US, where Unilever is promoting its version of the unisex fragrance, called Axe Anarchy, with an interactive comic book and a US version of this commercial.
Curve, a Liz Claiborne-produced fragrance distributed by Elizabeth Arden, is also promoting Curve Appeal, its unisex fragrance, in a new campaign featuring reality TV star Audrina Partridge and actor Kevin Zegers.Continue reading...
week in review
Posted by Michael Waltzer on December 2, 2011 04:30 PM
Our most-read blog posts of the week includes Coca-Cola Pulling their White Can to Victoria's Sectret Fashion Show and more:
#1 Bad News, Bears: Coke Pulls Back on White Cans in Holiday Campaign to Save Polar Bear [Updated]
#2 Victoria's Secret: Getting CBS to Pay for Its Commercial, er, Fashion Show
#3 Sons of Anarchy Gangs Up With Brands For Online Store, App
#4 As NBA Lockout Ends, What's the Damage to Michael Jordan's Brand?
#5 Staples Takes Dunder Mifflin Brand Out of The Office
#6 Silence is Golden, But Not When It Comes to Silencers
#7 Viral Video Watch: Nokia and deadmau5 Create 3D Spectacle in London
#8 Will Occupy Black Friday Build on Buy Nothing Day?
#9 Have You (RED) The Latest About World AIDS Day?
#10 Lynx Apologizes with Video after "Degrading" Ad Gets the Axe
brands under fire
Posted by Shirley Brady on November 28, 2011 12:30 PM
Unilever has posted a video of model Lucy Pinder apologising for the Lynx internet campaign in the UK that was banned by Britain's Advertising Standards Authority as "degrading to women."
Lynx, known as Axe in other markets, apologized in this video posted Friday on its YouTube channel. The description: "This week we got a fair few complaints about our online Lucy Pinder stuff, and had to pull the lot down. We wanted to apologise and show that we wouldn't make the same mistake again. So we gave Lucy a call, and asked for our stuff back..."
In fact, last week the brand was hit with a double ban "for separate outdoor and internet campaigns after the advertising watchdog upheld complaints that they objectified women and were inappropriately located where they could be seen by children."