AXE® Brand to Premiere “Lifeguard” Spot During Super Bowl XLVII

One U.S. Fan Will Have Chance to Win* Trip to Space

ENGLEWOOD CLIFFS, N.J.--()--To celebrate the biggest product launch in its 30-year history – the launch of the Apollo line of products – AXE will premiere a :30-second television commercial titled “Lifeguard” on Sunday, February 3 during the third quarter of Super Bowl XLVII. The commercial, which can be viewed online starting today at YouTube.com/AXE, will direct Super Bowl viewers to sign up to enter for the chance to win a trip to space.

Between January 9 and February 3, U.S.-only visitors to AXEApollo.com will have a special chance to enter for a chance to win* a ticket to space. After February 3, U.S. fans will still have the opportunity to enter for a chance to win a ticket to space alongside peers from around the globe.

“Within the first week of announcing the program, we are ecstatic to see more than 150,000 fans have signed up for this once-in-a-lifetime experience” said Matthew McCarthy, Senior Director of Brand Development for AXE in North America. “Our fans have come to expect the unexpected from AXE, and we’re looking to surprise them again on Super Bowl night.”

Since this is the AXE Brand’s Super Bowl debut, fans who are in New Orleans should look for AXE Astronauts who will share news of the program and encourage consumers to sign up. Candidates who receive the top votes on AXEApollo.com will have a chance to compete for one ticket to travel to space on a flight with international space agency Space Expedition Corporation (SXC).

In addition to “Lifeguard,” fans can also view “Fireman,” the spot previously released by AXE on January 8 at YouTube.com/AXE. The “Fireman” and “Lifeguard” commercials were created by BBH London. For more information leading up to the game, please follow AXE on Facebook.com/AXE and Twitter.com/AXE.

* Official Rules for U.S.:

AXE Apollo Big Game Sweepstakes: No purchase necessary. Void where prohibited. AXE Apollo Big Game Sweepstakes is sponsored by Conopco, Inc., d/b/a Unilever. Open to legal residents of the 50 U.S. & D.C., 18 or older. Begins 1/9/13 at 06:00:00 a.m. PT & ends 2/3/13 at 11:59:59 p.m. PT. For official rules, visit axeapollo.com.

Axe Apollo Promotion: No purchase necessary. Void where prohibited. AXE Apollo Promotion is sponsored by Conopco, Inc., d/b/a Unilever. Open to legal residents of the 50 U.S. & D.C., 18 or older. Begins 2/4/13 at 3:00:00 a.m. ET & ends 7/31/13 at 11:59:59 p.m. ET. For official rules including how to enter for free, visit www.axeapollo.com.

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 bodysprays, 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, and achieved this status only seven years after launch. Including deodorant 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.

About Unilever

Unilever is one of the world’s leading suppliers of fast moving consumer goods with operations in over 100 countries and sales in 190. Consumers buy 170 billion Unilever packs around the world every year, and our products are used over two billion times a day. We have more than 171,000 employees, and generated annual sales of €46.5 billion in 2011. More than half our sales are generated in emerging markets (56% in 2011). Working to create a better future every day, we 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. Our portfolio includes some of the world’s best known brands such as Knorr, Hellmann’s, Lipton, Dove, Vaseline, Persil, Cif, Radox, Sure and Lifebuoy.

Our ambition is to double the size of our business, while reducing our overall environmental impact (including sourcing, consumer use and disposal). We are also committed to doing what we can to improve health, nutrition and hygiene, with goals to help more than a billion people take action to improve their health and well-being, as well as to source all our agricultural raw materials sustainably by 2020. Supporting our three big goals are more than 50 time-based targets in the Unilever Sustainable Living Plan.

Unilever has led the Food Producers sector in the Dow Jones Sustainability World Indexes for 14 consecutive years. In 2012 we were also named leader of the Food and Beverage supersector. We are included in the FTSE4Good Index Series and attained a top environmental score of 5, leading to inclusion in the FTSE4Good Environmental Leaders Europe 40 Index. In 2011 Unilever led the Climate Counts Company Scorecard and for the second year we topped the list of Global Corporate Sustainability Leaders in the GlobeScan/SustainAbility latest annual survey (2012).

For more information about Unilever and its brands, please visit www.unilever.com.

Space Expedition Corporation (SXC)

Space Expedition Corporation (SXC) will offer daily commercial flights into space as of 2014 on the XCOR Aerospace’s Lynx suborbital reusable launch vehicle. Participants will have a life-changing experience when viewing our planet Earth from 100+ kilometers and achieving astronaut status. The Lynx is a two seat fully reusable spaceplane that is designed and built by XCOR Aerospace (XCOR). SXC is the launch customer of this space vehicle that comfortably takes off and lands as a normal airplane from regular airports. The Curacao airport in the Caribbean will most probably be the first location – and first purely commercial Spaceport – outside the USA. The flexibility of the Lynx spacecraft makes it possible to operate from almost any commercial airport. XCOR and SXC have sold over 200 flights to date. The Lynx’s full reusability ushers in a new era for the aerospace industry, potentially foreshadowing future superfast long range environmentally friendly travel outside our atmosphere. It is this vision that made KLM airlines decide to offer a partnership to SXC in 2010. The company is led by CEO Michiel Mol who has a strong international track record in IT (founder LBi), Formula 1 (founder Sahara Force India Formula 1), and Marketing (founder Guerilla Games) among other pursuits. www.spacexc.com

Contacts

Edelman
Adam Bricault, 212-819-4801
adam.bricault@edelman.com
or
Unilever
Richard Small, 201-894-7890
richard.small@unilever.com

AXE Astronauts invade New York City to celebrate the AXE Apollo line of products on January 27, 2013 in New York City. Photo: Business Wire.

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Contacts

Edelman
Adam Bricault, 212-819-4801
adam.bricault@edelman.com
or
Unilever
Richard Small, 201-894-7890
richard.small@unilever.com