AXE® RETURNS TO THE SUPER BOWL AND ASKS: WHO NEEDS SOME OTHER THING, WHEN YOU’VE GOT _________?
ENGLEWOOD CLIFFS, N.J. (Jan. 28, 2016) – AXE®, the No. 1 men’s fragrance brand in the world*, is asking people everywhere to fill in the blank, and celebrate what makes them unique. The conversation will hit the world’s biggest stage when AXE shares its new point of view on masculinity through the 30-second “Find Your Magic” television commercial during Super Bowl 50.
AXE wants you to #FindYourMagic and share what makes you an individual – to call bullsh*t on the one-size-fits all idea of what a guy should be. The brand believes we all have our own “thing” – something special that makes us attractive to the world, whether it’s your walk, your talk, your smile or your style – it’s your magic.
The new “Find Your Magic” commercial, created by 72andSunny Amsterdam, brings to life just a few of the ways guys express themselves today. The stance is a rallying cry for guys of all kinds to let go of outdated male clichés and embrace what makes them an individual.
In just the first two weeks since announcing this new direction, #FindYourMagic has already inspired tens of thousands of people around the world to celebrate individuality and champion inclusivity.
“I am encouraged by the overwhelmingly positive response the AXE message has received,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “The Super Bowl is a great place to share this powerful stance on individuality and masculinity, and the scale allows us to bring more men and women into the conversation.”
The most attractive man you can be is yourself. So Find Your Magic. Then work on it.
Join the #FindYourMagic conversation and tell us what makes you, you.
*Source: Euromonitor International Limited; Beauty and Personal Care 2015ed, Men’s Deodorants & Mass and Premium Men’s Fragrances retail value sales combined, as per umbrella brand name classification, 2014; Lynx includes all AXE/Lynx/Ego sales
With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE helps give guys the edge to feel their best. AXE is a lifestyle brand that engages guys and girls with unique experiences like no other brand can.
About Unilever United States, Inc.
Unilever is one of the world’s leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever employs approximately 8,000 people in the United States – generating approximately $8.5 billion in sales in 2014.
The Unilever Sustainable Living Plan (USLP) aims to double the size of Unilever’s business, while reducing its overall environmental footprint and increasing positive social impact. The USLP is a strategic response to the challenges businesses face operating in an uncertain and volatile world. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.
Unilever ranked number one in its sector on the 2015 Dow Jones Sustainability Index.
The entire Unilever global factory network, as well as its U.S. non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
To connect with Unilever U.S. via Facebook visit: www.facebook.com/unileverusa
To connect with Unilever U.S. via Twitter follow: @unileverusa
About 72andSunny Amsterdam
72andSunny creates cultural impact on behalf of brands. The company is recognized as one of Fast Company’s Most Innovative Companies 2015 and is a two-time “Agency of the Year” winner for Advertising Age and Adweek. With offices in Los Angeles, Amsterdam and New York, 72andSunny’s clients include Activision, adidas, Axe, Carl’s Jr./Hardee’s, Carlsberg, ESPN, Google, Samsung, Smirnoff, Sonos, Starbucks, Target, Tillamook, Totino’s, and truth. For more information, visit www.72andsunny.com.
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