Supplier News Breaks Archives
AXE issues challenge with Black Chill Collection launch
September 25th, 2013
ENGLEWOOD CLIFFS, N.J. – The AXE men's personal care brand has kicked off the AXE Black Chill Challenge as part of the launch for its new Black Chill product line.
Unilever North America said Wednesday that the AXE Black Chill Collection is infused with citrus, mint and cedar wood fragrance notes to "help guys keep their cool and confidence in front of the opposite sex." The line includes a body spray, a deodorant stick, an anti-perspirant invisible solid, a shower gel, a shampoo, a face wash, a shave gel and a post-shave hydrator.
The AXE Black Chill Challenge will send nine winners to the "ultimate winter adventure," the company said. Next March, selected winners will head to Sweden to take part in a series of extreme winter-themed sport activities, such as husky sleigh safaris, snowmobile expeditions through the Alpine Tundra, and combat-copter flights overlooking Sweden's Archipelago, to see if they have what it takes to keep their cool. From the nine participants in the Black Chill Challenge, one will be deemed the "Ultimate Chill Champion."
Consumers can enter the contest through Nov. 15 by purchasing AXE Black Chill products from one of the following retailers: Meijer, Target, Walgreens, ShopRite and Commissary. Then then submit the code provided with purchase at AxeBlackChill.com. Codes may also be found on the sweepstakes ads on mandatory.com, elitedaily.com and coed.com.
"In addition to providing our fans with a full portfolio of grooming products to help them look, feel and smell their best, AXE is about creating unforgettable experiences and opportunities for our guys and girls," commented Matthew McCarthy, senior director of brand building for AXE. "From the AXE Lounge to the One Night Only concert series, AXE puts its fans front and center of where the action is. During the Black Chill Challenge, AXE fans will once again have the opportunity to take part in a series of one-of-a kind experiences."