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Unilever Canada is introducing a successful male deodorant body spray to Canada and the United States, hoping to carve out a new category in the male grooming segment in North America. Axe is already sold by Unilever in 60 countries worldwide. Axe advertising will kick off across Canada Aug. I with a preemptive cinema ad, "Tribal women," created by Unilever's U.K. agency Bartle Bogle & Hegarty. When the product hits store shelves Aug. 19, it will be supported by a television campaign. John Filipetto, brand manager, Axe at Unilever Canada, says that because Axe has been around since 1983, the marketing approach and brand image has been fine tuned. "It is targeted at 18-year-old men and what is really important to them-women," says Filipetto. In "Tribal Women," a guy falls down a ravine into another world where there are "well-developed attractive women in caveman outfits," says Filipetto. The guy sprays himself with Axe, because he has been roughing it out in the woods, and the women get lost in the scent. A monster appears, the guy saves the women, and the ad ends with the tag line, "Axe Effect."