| | | | | | | | David Cook Album Discussion Forums - Talk About The New Single, Upcoming Album, & Chart Rankings Here.

[Kitunen]

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

Link: http://www.instoremarketer.org/article/46036

Wal-Mart signs on for Axe Hair promotion
FMI dailyLead | 12/29/2008

Wal-Mart and other retailers are supporting Unilever's launch of the Axe Hair line of products. The six shampoos and conditioners will be promoted on Wal-Mart's Soundcheck music microsite and introduced in stores alongside albums from artists including Nickelback and David Cook. In-Store Marketing Institute (12/2008)

Link: http://www.smartbrief.com/news/fmi/storyDe...3A-481316CC393E



ETA: Grrrr, I swear I capitalized "WalMart" in the title...

[Word_Nerd_DC_Rul...]

Hmm..I don't get it...sorry! So if you go to the Axe Hair site, it will direct you to David Cook's soundcheck...? I'm very sorry but can someone explain this to me? Thanks!

[Kitunen]

I think it's just the marketing in WalMart stores...they'll have the displays with the shampoo and stuff, and they'll have the CDs on the same display. Apparently there will be info on how to watch the soundcheck performances on the display, too.

[Word_Nerd_DC_Rul...]

Oooh! I get it! LOL! Wow...I feel dumb now... Thansk!

[AC/DC]

I think it's just the marketing in WalMart stores...they'll have the displays with the shampoo and stuff, and they'll have the CDs on the same display. Apparently there will be info on how to watch the soundcheck performances on the display, too.

Yeah not in my WalMart. My son uses Axe, and I noticed the shampoo/conditioners right before Christmas and got one for his stocking. Believe me, if DCTR or some sort of David was anywhere in the area, I would have seen it!

But it does make me want to go back and look again and again! I am quite disappointed with the whole Sound Check thing because I have been in WalMart numerous times since the day his was released and never saw David and the guys~but did see many others. Maybe because mine is located in an area that would not classically be a DC market, the individual stores decide which ones they want to show??

[iluvcookies81]

I don't get to Wal-mart very often, so I don't really have much of a chance to see it, but in the times I've been there it wasn't on. Even if I don't need anything from electronics I go by there anyway just to check. I haven't seen an axe display with DCTR on it, I haven't see an axe display of any kind, I'll check tomorrow when I go. If David was on the display I would be begging for them to let me have it.

[dream]

Actually, I saw the display because I was looking for axe to put in my son's stocking. Its just a large cardboard box with cds on two sides and boxes of Axe hair products on the other sides. I didn't notice any videos or pictures of David.
Hmmpf.

[CanadianCookie]

Interesting.