« Faites l’amour et pas la guerre » déclare AXE au prochain Super Bowl

A quelques semaines de la finale de la NFL, le Super Bowl, AXE, l’une des marques de déodorant du groupe Unilever, vient de dévoiler sa campagne publicitaire, Kiss For Peace, liée à la sortie d’une nouvelle gamme AXE Peace.

Au coeur de cette campagne, un seul geste qui peut changer le cours de l’humanité : le baiser. Le film de 60 secondes, créé par BBH London et tout simplement intitulé « Love », qui sera dévoilé à la TV le dimanche 2 Février, est une collection de scènes à travers le monde qui illustre la fameuse devise « Make Love, Not War » (« faites l’amour, pas la guerre ») et invite le public autour d’un call to action sous la forme d’un hashtag : #KissForPeace.



« Les jeunes sont préoccupés de leur avenir » dixit Matthew McCarthy, Directeur de la Marque. « Cette génération est consciente du devenir de la société et est plus connectée que jamais. AXE souhaite donc démarrer une conversation sur la base de ses insights afin d’inspirer et inviter la population à s’unifier et démontrer le pouvoir de la paix d’une manière unique, que seul AXE peut montrer, avec un #KissForPeace. Dans un monde rempli de confilts, l’arme la plus puissante peut être l’amour et comme le film le montre de manière dramatique, un baiser a le pouvoir de changer la trajectoire du monde dans lequel on vit. »

AXE invite donc les jeunes d’aujourd’hui à se prendre en photo en train de s’embrasser, de le publier sur leurs réseaux sociaux avec le hashtag #KissForPeace. Cette démonstration sera rendue visible sur un billboard géant sur Times Square du 27 Janvier au 9 Février mais aussi sur AXEPeace.com à partir du 10 Février. 

Pour crédibiliser cet élan de solidarité, AXE a décidé de collaborer avec l’organisation à but non-lucrative, Peace One Day, et mettra en avant l’organisation sur les réseaux sociaux de AXE (plusieurs millions de fans) mais aussi sur les événements où la marque est présente, en online, en print et bien évidemment à la TV, durant le Super Bowl qui devrait toucher plus de 160 millions de téléspectateurs aux USA.

D’un point de vue produit, AXE dévoile donc AXE Peace, sa nouvelle gamme, un lancement qui se fait, selon le communiqué de presse, à travers toutes les catégories de la marque : spray, déodorant, sticks, gel douche, shampooing et après-shampooings, styling et gel de rasage. 

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