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.
The air drops will be
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.