January 24, 2018
AXE® Helps Guys Stay Fresher Under Pressure with "Youre Gold" Campaign
The latest product collection from AXE is designed to help guys stay fresher under pressure in those pivotal moments. Featuring three new lines ? Gold, Gold Fresh and Gold Original ? and a range of benefits like 48-hour odor & wetness protection, and technology to prevent white marks and yellow stains on clothing, guys can keep their style fresh and confidence on point.
The "You're Gold" campaign extends the AXE Find Your Magic point-of-view, which knocks the one-size-fits-all idea of what a guy "should be" and other confidence killers that make guys feel less than "gold."
Since seeing truly is believing, three new commercials ? Epic Trip, Hanging High Five and Rush Hour, created by 72andSunny ? highlight just a few of those everyday situations where guys can stay fresher under pressure with AXE Gold and confidently do their thing.
AXE also presents its gold squad ? a group of beloved musicians, athletes, gamers and creators ? who will see if they can keep their cool when the pressure is on. The squad is stacked with boundary-pushing badasses, including rapper Lil Yachty, pro basketball player and multi-hyphenate entertainer Brandon Armstrong, YouTuber Markiplier and recording artist Danny Ocean.
With the help of select other creators rallying fans around them, the squad and AXE will show guys that they can confidently go into any situation because they'll have the tools to stay fresh.
"My music is all about staying positive and being yourself," says rapper Lil Yachty. "We're all gold, but it's hard to always remember that when the pressure's on. This project with AXE is about staying fresh when the pressure is heavy. Forget the naysayers and own it."
Fans across the country will also get a chance to trial AXE Gold on the AXE Goldmobile, the brand's first-ever sampling-mobile, which will give out free (yes, FREE) AXE products at high schools and events across the country.
*Source Euromonitor International Limited; Beauty and Personal Care 2017 edition; as per Men's Deodorants & Men's Fragrances retail value sales combined; UBN; 2016 data; Lynx includes all AXE/Lynx/Ego sales
About Unilever United States, Inc.
Unilever employs approximately 8,000 people in the United States ? generating more than $9 billion in sales in 2016.
The Unilever Sustainable Living Plan commits to:
The USLP creates value by driving growth and trust, eliminating costs and reducing risks. The company's sustainable living brands are growing 50% faster than the rest of the business and delivered more than 60% of the company's growth in 2016.
Unilever was ranked number one in its sector in the 2017 Dow Jones Sustainability Index. In the FTSE4Good Index, it achieved the highest environmental score of 5. It led the list of Global Corporate Sustainability Leaders in the 2017 GlobeScan/SustainAbility annual survey for the seventh year running. Unilever has pledged to become carbon positive in its operations by 2030.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
Video - https://www.youtube.com/watch?v=LWNM7eidviI
SOURCE Unilever United States, Inc.]]>