This is the story of how AXE took the most mundane category benefit and the most banal advertising construct and used them to make the most talked about commercial of 2010. In the shower category, ...

NEW YORK With revamped packaging and a new campaign, featuring actor David Spade, Unilever is hoping to get more guys to use its line of Axe shower gel. Axe shower gels now come in redesigned bottles ...

About a month ago, Axe, working with Defy Media and Mindshare, launched a new TV campaign entitled Shower Thoughts. In one of the ads, a man in a shower ponders, "When you're criticized for being ...

— -- It's one thing to save the world by sharing rides. Now, perhaps, by sharing the shower? Unilever, one of the world's largest consumer product makers, this week will unleash a controversial ...