Cancer Bats
Unilever’s Axe brand is hitting the road, sponsoring a spring tour by Toronto heavy metal band Cancer Bats.
Kyle Marancos, senior brand building manager for Axe in Toronto, said that feedback from the brand’s Facebook community of more than 300,000 people indicated an affinity for music.
Music is one of the Axe brand’s ongoing marketing platforms (its U.S. counterpart sponsors an ongoing series called “One Night Only”). It is a perfect way to connect with its core male audience,said Marancos
“We heard loud and clear that they love music, and specifically metal,” said Marancos.
Developed by Axe’s PR and social media agency, Harbinger Communications, in tandem with the Canadian music publication Exclaim, the tour will feature Axe signage and giveaways at tour venues.
“Axe and Exclaim have similar demographics, so that made it a great fit,” said Marancos. “We’re able to talk to guys in a social setting, which is a great opportunity for us.”
First launched in Canada in 2002, Axe is now the market share leader in the male antiperspirant and male shower gel categories, said Marancos.
