Unilever’s AXE is following up last year’s Apollo Super Bowl campaign with a 30-second television commercial during 2014’s finals.
The company advised consumers to “follow Axe on Facebook and Twitter” in the days leading up to the Super Bowl for more information on the marketing effort.
“The Super Bowl was a big platform for us to launch the AXE Apollo campaign, where more than one million men and women enlisted for a chance to go to space,” said Matthew McCarthy, Senior Marketing Director, AXE & Men’s Grooming for Unilever, based in New Jersey. “AXE is the No. 1 men’s fragrance – and No. 1 male grooming brand in the US and globally**. With the Big Game in our back yard, we want to be there.”
The spot, created by BBH London, is entitled “Lifeguard” and includes a twist that syncs up with a larger creative campaign scheduled to begin in January, the company said.
Unilever appears eager to use the 2013 event as a launching pad for an extended campaign. “We have some extraordinary news to announce in 2013, taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world,” said Gaston Vaneri, brand director for Axe, in the company’s statement.