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Axe Launches Site in Conjunction with New Line
Posted: March 16, 2009
In conjunction with the launch of a line of "transformational" body washes and body sprays, Unilever's Axe brand unveiled a Web site designed to promote the new line and serve the lifestyle needs of its target consumer.
The site, www.thefixers.com, features an instructional talk show and digital pranking system to "help concerned friends rehabilitate buddies in need of a game makeover." The online talk show features a problem-solver, and explores the typical difficulties of the target audience's social lives.
In addition, the launch is supported by an integrated, multiplatform marketing campaign called "The Fixers," which spans traditional and digital media. The campaign includes broadcast, print and digital advertising, as well as the Web site—designed to serve as a relatable point of engagement with the brand.