01.05.15
Axe has rolled out White Label, billed by the Unilever power brand as a “refined product line developed with complex fragrances, leading innovation and sleek new packaging for today’s multi-faceted, sophisticated guy.”
AxeWhite Label products are available in four fresh variants – Night, Forest, Island and Air. Consisting of its new Dry Spray antiperspirant, as well as an antiperspirant solid, body wash, 2-in-1 shampoo + conditioner, style refresher and cooling style cream, the White Label line features entirely new packaging that captures the brand’s refined take on a contemporary masculine aesthetic.
“Over the years, AXE has pushed the boundaries of male grooming through product innovation and groundbreaking campaigns. White Label is another major leap forward as AXE evolves right alongside our guy,” said Matthew McCarthy, senior director, Axe & men’s grooming for Unilever. “We know today’s guy has high expectations when it comes to looking and feeling his best, and AXE meets these with White Label, an invigorating and refined grooming regime.”
The campaign’s advertisements – created by BBH New York–are said to reflect a sophisticated take on inner confidence while remaining true to the playful nature of the Axe brand. The first 30-second “spot aired during the 2015 College Football Playoff Semifinals on Jan. 1, 2015, and will also be shown during the 2015 College Football Playoff National Championship on Jan. 12, 2015 – both of which will air on ESPN.
AxeWhite Label products are available in four fresh variants – Night, Forest, Island and Air. Consisting of its new Dry Spray antiperspirant, as well as an antiperspirant solid, body wash, 2-in-1 shampoo + conditioner, style refresher and cooling style cream, the White Label line features entirely new packaging that captures the brand’s refined take on a contemporary masculine aesthetic.
“Over the years, AXE has pushed the boundaries of male grooming through product innovation and groundbreaking campaigns. White Label is another major leap forward as AXE evolves right alongside our guy,” said Matthew McCarthy, senior director, Axe & men’s grooming for Unilever. “We know today’s guy has high expectations when it comes to looking and feeling his best, and AXE meets these with White Label, an invigorating and refined grooming regime.”
The campaign’s advertisements – created by BBH New York–are said to reflect a sophisticated take on inner confidence while remaining true to the playful nature of the Axe brand. The first 30-second “spot aired during the 2015 College Football Playoff Semifinals on Jan. 1, 2015, and will also be shown during the 2015 College Football Playoff National Championship on Jan. 12, 2015 – both of which will air on ESPN.