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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Unilever/Axe: Men's grooming brandAxe is teaming with digital media firm Jagtag to launch Axe Twist - the newest fragrance in its portfolio - via mobile marketing. The collaboration marks the largest domestic multichannel advertising program using a mobile 2D barcode, Jagtag says in June 23 release. Consumers taking camera-phone photos of Jagtag barcodes featured on product samples and promotional materials can view exclusive videos featuring comedians from the Axe Twisted Humor Tour. Barcodes will be included in print inserts in nine men's magazines, in sample packs distributed at college campuses, in hand-outs and signage in movie theaters and at Six Flags theme parks nationwide. "For Axe to stay relevant to our guy we need to constantly innovate and find new ways and channels to entertain him where he lives, works and plays," says Axe Marketing Director Mike Dwyer. Jagtag also helps to gauge the effectiveness of different advertising vehicles and enables brands to better understand their demographics, founder and CEO Dudley Fitzpatrick told "The Rose Sheet" last year (1"The Rose Sheet," May 11, 2009)
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