Budiey
AXE launches search for next Malaysian astronaut
AXE unveils AXE Apollo Space Academy in conjunction with the launch of AXE Apollo deodorant body spray
AXE is going where only few have gone before: a trip to space. To recruit cadets for this epic journey, AXE is creating the AXE Apollo Space Academy (A.A.S.A) with space legend, Buzz Aldrin. By joining A.A.S.A at AXEApollo.com, guys and girls will have a chance to compete for a trip to space on a flight with international space agency, Space Expedition Corporation (SXC).
Yes. Actual space.
AXE Malaysia has embarked on a nation-wide search for the individual that aspires to be something more – a national hero. Inspiring ordinary Malaysians to go beyond their boundaries, the potential space traveller will have the opportunity to be with the stars, and return heroically as the pride of the nation.
Why space? There’s no bigger hero than an astro¬naut, and AXE wants 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 guys and girls from 60 countries around the globe to sign up for the A.A.S.A by creating their astronaut profile on AXEApollo.com and telling the world why they deserve to go to space.
Ladies, you’ve been warned.
Globally, AXE has seen much success with its “fresh” and “masculine” fragrances such as Anarchy and Provoke. AXE Apollo follows in the same vein, turning a guy’s natu¬rally masculine scent into a sophisticated statement. In developing the fragrance for Apollo, AXE worked with world-renowned fragrance consultant, Ann Gottlieb, the “nose” behind AXE fragrances for over 20 years. AXE Apollo’s confident blend of clary sage and sparkling fruits on top gives a teasing and fresh first im¬pression.
“Since its local launch in 2010, AXE has continuously provided Malaysians with memorable life experiences. The possibility of sending what would only be the second ever Malaysian to space is an exciting one for us here at AXE, and for the nation. We wanted to do something out of this world, literally, and help guys feel like heroes. We put priority on engaging our fans beyond grooming. It is our way of developing a deeper relationship with our consumers. The AXE Apollo campaign is further proof that AXE strives to provide Malaysians with lifestyle experiences to treasure. We are calling out to all Malaysians to grab this unique opportunity.
When guys look, smell and feel their best, they have more con¬fidence. This is why the new AXE Apollo deodorant body spray is perfect with its fresh and clean scent, combining fresh sage with crisp mandarin and smooth sandalwood. Girls love a hero, and nothing beats an astronaut, so we named the product in this spirit” said Herry Budiazhari, Marketing Director, Unilever (Malaysia) Holdings Sdn Bhd.
Nothing beats an astronaut. Ever.
Together with the AXE Apollo body spray, the AXE Apollo Space Academy will appeal to those who have always dreamed of what was beyond earth. As an experience like no other, participants stand a chance to join the privileged few who have encountered the freedom and boundlessness of space.
“Space travel for everyone is the next frontier in the human experience,” said Buzz Aldrin, legendary 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 has partnered with SXC to secure 22 seats aboard the suborbital spacecraft, 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 60 countries offering millions of people the opportunity to win the most epic prize on earth. A trip to space – yes, actual space.”
The pathway for Malaysians to become a national hero begins by signing up at AXEApollo.com. Contestants will then be required to garner support from fellow Malaysians via online voting, before being shortlisted to be part of the national challenge. Here, only the best will be chosen to represent Malaysia at the AXE Apollo Space Academy camp in Florida, United States, vying for a spot for a journey to the final frontier with contestants from 60 countries around the world.
Sign up for a chance to go to space by joining the A.A.S.A at AXEApollo.com. Terms and conditions apply. The all new AXE Apollo deodorant body spray is available in stores now at a recommended retail price of RM16.90.
AXE Apollo Media Launch Picture 1 – AXE Apollo, now available on earth – AXE Space girls displaying the brand new AXE Apollo deodorant body sprays.
AXE Apollo Media Launch Picture 2 – The search begins for the next space hero – The AXE Apollo Space Academy is giving Malaysians the opportunity for the trip of a lifetime – to space.
(From left to right: Astronaut; Ashlee Ng, Brand Building Director, Unilever (M) Holdings Sdn. Bhd.; Herry Budiazhari, Marketing Director, Unilever (M) Holdings Sdn. Bhd.; Daniel Lim, Brand Manager for AXE; astronaut)
AXE Apollo Media Launch Picture 3 – A hero in the making – Girls love a hero, and there is no bigger hero than an astronaut. AXE is calling out to all Malaysians to take this space challenge at AXEApollo.com.
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, 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.
About Unilever
Unilever is one of the world’s leading suppliers of fast moving consumer goods with operations in over 100 countries and sales in 190. Consumers buy 170 billion Unilever packs around the world every year, and our products are used over two billion times a day. We have more than 171,000 employees, and generated annual sales of €46.5 billion in 2011. More than half our sales are generated in emerging markets (56% in 2011). Working to create a better future every day, we 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. Our portfolio includes some of the world’s best known brands such as Knorr, Hellmann’s, Lipton, Dove, Vaseline, Persil, Cif, Radox, Sure and Lifebuoy.
Our ambition is to double the size of our business, while reducing our overall environmental impact (including sourcing, consumer use and disposal). We are also committed to doing what we can to improve health, nutrition and hygiene, with goals to help more than a billion people take action to improve their health and well-being, as well as to source all our agricultural raw materials sustainably by 2020. Supporting our three big goals are more than 50 time-based targets in the Unilever Sustainable Living Plan.
Unilever has led the Food Producers sector in the Dow Jones Sustainability World Indexes for 14 consecutive years. In 2012 we were also named leader of the Food and Beverage supersector. We are included in the FTSE4Good Index Series and attained a top environmental score of 5, leading to inclusion in the FTSE4Good Environmental Leaders Europe 40 Index. In 2011 Unilever led the Climate Counts Company Scorecard and for the second year we topped the list of Global Corporate Sustainability Leaders in the GlobeScan/SustainAbility latest annual survey (2012).
For more information about Unilever and its brands, please visit www.unilever.com.
Space Expedition Corporation (SXC)
Space Expedition Corporation (SXC) will offer daily commercial flights into space as of 2014 on the XCOR Aerospace’s Lynx suborbital reusable launch vehicle. Participants will have a life-changing experience when viewing our planet Earth from 100+ kilometers and achieving astronaut status. The Lynx is a two seat fully reusable spaceplane that is designed and built by XCOR Aerospace (XCOR). SXC is the launch customer of this space vehicle that comfortably takes off and lands as a normal airplane from regular airports. The Curacao airport in the Caribbean will most probably be the first location – and first purely commercial Spaceport – outside the USA. The flexibility of the Lynx spacecraft makes it possible to operate from almost any commercial airport. XCOR and SXC have sold over 200 flights to date. The Lynx’s full reusability ushers in a new era for the aerospace industry, potentially foreshadowing future superfast long range environmentally friendly travel outside our atmosphere. It is this vision that made KLM airlines decide to offer a partnership to SXC in 2010. The company is led by CEO Michiel Mol who has a strong international track record in IT (founder LBi), Formula 1 (founder Sahara Force India Formula 1), and Marketing (founder Guerilla Games) among other pursuits. www.spacexc.com
