AXE® Urges Guys To “Fear No Susan Glenn”
ENGLEWOOD CLIFFS, N.J., Aug. 16, 2012 /PRNewswire/ — AXE, the number one men’s grooming brand in the U.S., excluding shaving hardware, has teamed up with Emmy(®) Nominee Max Greenfield for a six-episode web series that humorously builds on the basis of the AXE “Susan Glenn” campaign. The name Susan Glenn – created by AXE – is a pseudonym that represents the special girl in a guy’s life he hasn’t had the confidence to approach.
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The “New Girl” actor wrote, directed and stars in the series “Finding Susan Glenn,” which follows Max’s character as he develops the courage to interact with his “Susan Glenn.” The first two episodes are available now on Facebook.com/AXE and YouTube.com/AXE, and the subsequent four in the series will be released the following week.
“I’m excited to add my personal touch to the AXE ‘Susan Glenn’ campaign, because I feel its premise – getting that girl of your dreams – is something most guys have shared at some point in their lives,” said Max Greenfield. “It was really fun coming up with a concept that shows guys how to take a stand and make sure that certain girl doesn’t get away.”
To complement the web series, AXE will kick-off a nationwide road trip to help real guys across the country approach their “Susan Glenn.” The trip is powered by AXE’s social media channels, where fans can share their “Susan Glenn” stories, get tips on how to talk to a “Susan Glenn” and make epic declarations to their own “Susan Glenn” on Facebook.com/AXE and on Twitter.com/AXE.”
“‘Susan Glenn’ is more than a name, it’s a timeless truth for every guy that has ever walked down a school hallway,” said Matthew McCarthy, senior director of brand development for AXE. “Giving guys courage to reach out to their own ‘Susan Glenn’ is exactly what we strive to accomplish with this campaign, which remains true to the brand’s essence.”
An interactive experience – www.FearNoSusanGlenn.com – is also currently live, which uses Facebook as a platform for guys to declare their own “Susan Glenn” in a virtual Times Square environment. Using 3D mapping, guys take over Times Square by uploading photos of their “Susan Glenn” on numerous billboards, after which she can navigate throughout the streets and buildings, create a slideshow of her images on the billboards and share the experience on Facebook.
AXE, a leader in men’s care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men’s grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant bodysprays, AXE is the largest men’s deodorant brand in the U.S.
The brand’s mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.