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Axe to Send Brand Fans to Space

Posted: January 10, 2013

Axe products are a going where only a few elite have gone before—on a trip to space. To recruit for this once-in-a-lifetime journey, Axe created the AxeApollo Space Academy (A.A.S.A) with space futurist and one of the first men to walk on the moon, Buzz Aldrin. By joining A.A.S.A at AxeApollo.com, guys and girls will have a chance to compete for one of 22 tickets to travel to space on a flight with international space agency, Space Expedition Corporation (SXC).

The Unilever male-oriented brand wanted to give fans a chance to experience an adventure unlike any other. In the biggest product launch in its 30-year history, Axe is asking consumers from 60 countries in 45 languages around the globe to sign up for the A.A.S.A by creating an astronaut profile on AxeApollo.com and telling the world why they deserve to go to space. Top-voted candidates will qualify for a challenge in their local country (excluding U.S.), with the ultimate candidates winning a place in the final stage at the Axe Global Space Camp in Orlando, Florida, where the final 22 space travelers will be selected based on competitive space-simulation challenges.

For those in the U.S. only, between the dates of January 9–February 3, to celebrate the first-ever Super Bowl commercial from the Axe Brand, visitors to AxeApollo.com will have a special chance to enter for a chance to win (per official rules) a bonus ticket to space, skipping the local challenges and space camp. After February 3, U.S. fans will still have the opportunity to join A.A.S.A. and enroll for a chance to be randomly selected to go to space camp and space alongside their peers from around the globe.

“Space travel for everyone is the next frontier in the human experience,” said Buzz Aldrin, astronaut and pilot of the historic Apollo 11 spacecraft that landed on the moon in 1969. “I’m thrilled that Axe is giving the young people of today such an extraordinary opportunity to experience some of what I’ve encountered in space.”

Axe, known as Lynx in some parts of the world, has partnered with SXC to secure 22 seats aboard the suborbital spacecraft, aptly named, the Lynx. SXC, led by CEO Michiel Mol, operates XCOR Aerospace’s Lynx suborbital space plane that takes passengers more than 100 kilometers into space, achieving astronaut status.

“The Axe Apollo launch is the biggest and most ambitious in the Axe brand’s 30 year history,” said Tomas Marcenaro, global vice president for Axe. “For the first time, we’re simultaneously launching one global competition in over 75 countries offering millions of people the opportunity to win the most epic prize on earth. A trip to space—yes, actual space.”

Official rules, available at AxeApollo.com, vary by market. And the full line of Axe Apollo products is available in stores now.