Unilever conducts online Axe promotion
Unilever has begun an online St. Patrick's Day promotion for Axe body spray. The effort focuses on a website located at <http://www.tweetmeimirish.com>. The site allows visitors to send messages to users of Twitter.com. The messages are fill-in-the-blank variations of the phrase "Kiss me, I'm Irish." Visitors to the site can also vote for a favourite message. "Axe is all about facilitating spirited communication between guys and girls," said Greg Major, brand build manager for Axe Canada. "This campaign leverages the mood of the season to accomplish exactly that." The site was created by JB Chicago. The campaign is being promoted in Canada by Zig of Toronto with public relations support from Harbinger.