Unilever USA's Axe brand announces launch of 'Axe Kilo with Paul Rodriguez' men's fragrance, inspired by professional skateboarder Paul Rodriguez
May 1, 2014
– The New “AXE Kilo with Paul Rodriguez” Products Feature Package Artwork By Famed Artist Mister Cartoon, Available at Target
Professional skateboarder Paul Rodriguez (P-Rod) catapulted to the apex of his sport, pushing boundaries with a unique street style unlike any of his peers. Now, P-Rod is partnering with the No. 1 men’s fragrance brand globally* to take his distinctive style off the board and into the personal care aisles. Capturing the soul of Los Angeles street culture, the new AXE Kilo with Paul Rodriguez collection is inspired by P-Rod’s heritage and was illustrated by artist Mister Cartoon. The limited edition line marks the first time AXE has collaborated on a product design that features outside creative influence.
“I partnered with AXE and Target to create new packaging artwork based on the influences that I grew up around and shaped who I am,” said Rodriguez. “From his mural designs to tattoo work, Cartoon was the obvious choice to bring this street style to life. It was very special to me that AXE and Target let us lead the creative process.”
The product line was unveiled in New York City on Wednesday, April 30 at a custom pop-up skate park, curated in P-Rod’s vision. AXE, P-Rod, and Mister Cartoon also joined forces on a three-part video series, which highlights the significance of the collaboration, their individual paths to success and the genesis of the new Kilo design. All three videos are available at www.YouTube.com/AXE.
“We’re really proud of this collaboration as it infuses the personalities of P-Rod and Mister Cartoon into the AXE Kilo product line, which directly speaks to what’s relevant to guys and girls today,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “And by giving both P-Rod and Cartoon the freedom to create however they choose, it’s an authentic and inspiring look for the brand that pushes boundaries in unexpected ways.”
The collaboration will include designs for the entire Kilo product line, including Bodyspray, Antiperspirant & Deodorant Sticks, Body Wash and Shampoo – all available only at Target and Target.com for a limited time. For more information about the Kilo product line, visit www.facebook.com/AXE.
“This project is definitely a first of its kind, and the artwork we came up with is something completely unique to store shelves,” said Mister Cartoon. “Giving people across the country a glimpse of our shared heritage and style is something I never thought was possible. It blows my mind.”
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 antiperspirant 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 in the U.S., 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 www.theaxeeffect.com.
*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 a survey conducted Kelton, a leading global insights company, which sampled 1,000 Nationally Representative Americans ages 18-24
***Based on volume of men’s grooming products sold (excluding shaving hardware): 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 more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. 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, St. Ives, Suave, 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.
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, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.
Unilever employs approximately 10,000 people in the United States – generating nearly $9 billion in sales in 2013. For more information, visit www.unileverusa.com.