Media Contact:

Talisha Holmes
Edelman/AXE
Talisha.Holmes@edelman.com
212-277-3802

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AXE Tells Guys and Girls to “Stride with Pride”

Brand Aims to Overturn “Walk of Shame” Stigma with U.S. Creative Spot

ENGLEWOOD CLIFFS, N.J. (October 26, 2012) /PRNewswire/ — AXE, a leader in men’s grooming, launched its “Getting Dressed” creative spot in the U.S. today, which takes a lighter look at a couple’s interaction the morning after a romantic chance encounter.

The digital launch comes right before one of the biggest annual occasions that bring guys and girls together – Halloween – and the brand is taking to the streets of New York City to help turn the pop culture term “walk of shame” into a more positive and optimistic “stride of pride.”

"A recent AXE survey showed that 72% of young adults are more likely to approach an attractive guy/girl while in costume, and this confidence is one of the reasons many don’t make it home on Halloween,” said Nick Gonzales, brand manager for AXE. “Regardless of where these guys and girls spend the night, AXE wants to provide them with everything they need to look, smell and feel their best during their ‘Stride of Pride,’ especially if still in costume from the night before.”

AXE branded trucks and ambassadors will be positioned throughout NYC’s annual Halloween parade, and stationed at high traffic locations the morning after, offering “Stride of Pride” confidence kits containing items that will help make the best of the morning commute, such as water, gum and AXE deodorant sticks. AXE ambassadors will be in costume, so visitors to the trucks will be in good company.

For more information about the AXE “Stride of Pride” activation, including specifics on the truck locations, follow AXE on Facebook and Twitter – hashtag #strideofpride – for live updates and related content.

Additional AXE “Stride of Pride” survey results include:

The “Getting Dressed” creative spot was developed by BBH London and was first launched outside the U.S. in 2004. To view the “Getting Dressed” creative spot, visit www.youtube.com/axe.

About AXE
AXE, a leader in men’s care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men’s grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant bodysprays, AXE is the largest men’s deodorant brand in the U.S.

The brand’s mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.

About Unilever United States, Inc.
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 190. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Ragú, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 11,000 people in the United States – generating over $8 billion in sales in 2011. For more information, visit www.unileverusa.com.