AXE® to Join Roster of 2013 Super Bowl Advertisers

Appearance Marks the Brand’s First Debut during the Big Game

ENGLEWOOD CLIFFS, N.J.--(BUSINESS WIRE)--For the first time since its U.S. launch in 2002, AXE, the No. 1 men’s grooming brand in the U.S.*, will air a :30-second television commercial during Super Bowl XLVII. The spot is entitled “Lifeguard,” and includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch.

“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories”

“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” said Gaston Vaneri, Brand Director for AXE. “We have some extraordinary news to announce in 2013, taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”

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

*excluding shaving hardware

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 body sprays, 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 which we do not make, and achieved this status only seven years after launch. Including deodorant body sprays, AXE is the largest men’s deodorant brand in the U.S.

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

About Unilever North America

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 180. 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 and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Breyers, Caress, CLEAR SCALP & HAIRTHERAPY, 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, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are 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 13,000 people across North America –generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.