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Axe Hair Attracts Attention

By Jean Luo

Unilever has enticed Walmart and other retailers to support the launch of hair-care products from its Axe men's grooming brand.

Dubbed Axe Hair, the line extension comprises six shampoo and conditioner SKUs and four types of styling product designed to help men achieve such looks as "Spiked-Up" and "Laid Back." The line rolled out in early December to supermarkets, drugstores and mass merchants, with support from sidekicks, floorstands and other secondary displays.

Axe leveraged Unilever's ties with Walmart's Soundcheck music microsite by sponsoring behind-the-scenes content from rock artists Nickelback, All-American Rejects, Gym Class Heroes and David Cook. Albums from those artists are merchandised on a half-pallet in Walmart's electronics department that introduces Axe Hair and directs shoppers to the Soundcheck site. Axe and sister brands Dove, Suave and Caress regularly sponsor content on Soundcheck. (See Related Articles.)

Walmart teased the line's launch this fall with power wings merchandising "Sneak-a-Peek" packs of Axe shampoo, conditioner and styling product. Axe Hair samples were also featured in an exclusive variety pack from the brand that received endcap placement earlier this year.

Sidekicks holding "Sneak-a-Peek" packs also appeared at such retailers as Walgreens in November, along with sidekicks holding trial-sized bottles of Axe shampoo and conditioner that proclaimed, "Be the first to try it." The launch campaign also includes TV spots developed by JWT, New York.

While Axe's marketing strategy primarily targets males, Unilever has launched an interactive blog entitled "Axe Hair Crisis Relief" that invites women to "solve guys' bad hair. And save your social lives in the process."

Published: December 2008

Source: In-Store Marketing Institute

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