FIRST CASES OF AXE AIRLIFTED TO U.S.

300 Bare-Chested Men Waited for Free Samples of New Deodorant

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CINCINNATI (AdAge.com) -- Unilever formally kicks off its $90 million North American launch of Axe men's deodorant and fragrance today with helicopter deliveries of the first cases of the stick deodorants and body sprays in the U.S.

Helicopters dropped the first four cases of Axe in North America off near the U.S.S. Intrepid, the aircraft carrier turned museum docked in New York, this morning, as 300 guys (civilians, not sailors) who had been waiting in bare-chested anticipation got free samples, a Unilever spokeswoman said.

Nightclub party
The air drops will be

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followed by a party hosted by FHM magazine at the nightclub Remedy in Manhattan tonight.

Unilever's event marketing agency of record, Omnicom Group's GMR Marketing, is handling the events.

The broader campaign, headed by Bcom3 Group's Bartle Bogle Hegarty, New York, will include TV, cinema and magazine ads breaking next month; a cross-country "Axe Casting Coach" tour, where men can audition to become the first American "Axe" guy; and sponsorship of the MTV Video Music Awards.

The Axe Angels, a group of women dressed as angels who distribute free samples of Axe, will accompany the Casting Coach tour and make other appearances around the U.S. promoting the brand.

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