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AXE® to join roster of 2013 Super Bowl advertisers

Appearance marks the brand’s first debut during the big game

Englewood Cliffs, NJ (December 18, 2012) — For the first time since its U.S. launch in 2002, AXE, the No. 1 men’s grooming brand in the U.S.*, will air a :30-second television commercial during Super Bowl XLVII. The spot is entitled “Lifeguard,” and includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch.

“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” said Gaston Vaneri, Brand Director for AXE. “We have some extraordinary news to announce in 2013, taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”

The commercial was created by BBH London. For more information leading up to the game, please follow AXE on Facebook and Twitter.

*excluding shaving hardware

About AXE

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 body sprays, 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 which we do not make, and achieved this status only seven years after launch. Including deodorant body sprays, AXE is the largest men’s deodorant brand in the U.S.

The brand’s mission is to help give guys confidence with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com

Adam Bricault - Edelman

212.819.4801

adam.bricault@edelman.com

Rich Small/Unilever

201.894.7890

richard.small@unilever.com

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