Unilever's Axe men's grooming brand to be featured in TV commercial during Super Bowl XLVIII

Nevin Barich

ENGLEWOOD CLIFFS, New Jersey , December 12, 2013 (press release) – Ad Marks the Brand’s Second Appearance During the Big Game

AXE, a leader in men’s grooming in the U.S.*, made history last year during Super Bowl XLVII after announcing plans to send one lucky viewer to space as part of its Apollo campaign. This year, AXE returns to the big game to air a 30-second television commercial during Super Bowl XLVIII.

“The Super Bowl was a big platform for us to launch the AXE Apollo campaign, where more than one million men and women enlisted for a chance to go to space,” said Matthew McCarthy, Senior Marketing Director, AXE & Men's Grooming for Unilever, based in New Jersey. “AXE is the No. 1 men's fragrance - and No. 1 male grooming brand in the US and globally**. With the Big Game in our back yard, we want to be there.”

The commercial was created by BBH London. For more information leading up to the game, please follow AXE on Facebook and Twitter.

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 bodysprays, deodorant and anti-perspirant sticks, shower gels, hair and face care products. AXE® is the No. 1 men’s fragrance* in the U.S. and globally. AXE® is also the No. 1 grooming brand, excluding shaving hardware***, and achieved this status only seven years after launch. Including 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 http://www.theaxeeffect.com/.

*Based on volume of fragrance sold. Source: Nielsen Total US Market for Bodysprays 52 weeks ending November 23, 2013

**Source Euromonitor International Limited; Men’s deodorants, men’s mass & premium fragrance retail value sales combined, 2012; Lynx includes all AXE/Lynx/Ego sales

***Based on volume of men’s grooming products sold (excluding shaving hardware): Nielsen Total US Market for Men’s Grooming Products 52 weeks ending November 23, 2013

About Unilever United States, Inc.

Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. 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, Fruttare, 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, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.

Unilever employs more than 10,000 people in the United States – generating over $9 billion in sales in 2012. For more information, visit www.unileverusa.com.

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