nilever is rolling out a free online "seduction skills" digital game that will be the centrepiece of the campaign it will launch this month to introduce Axe�s new scent, Unlimited, in the US. The console-quality game aimes at Axe�s main target, men between 17 and 24 years of age. It will be available from June 20. The game is in keeping with Axe�s overall racy commercial messages featuring seductively clad women.

Unilever�s new initiative comes at a time when the male deodorant/body spray category in the US is heating up, with Procter & Gamble�s Gillette Co having pushed the body spray Tag into the market. As part of the launch, Gillette is offering teenage boys the chance to bid on eBay for a date with Carmen Electra. According to TNS Media Intelligence, Unilever spent $5 million last year on online advertising for Axe, which included support for the new scent and a new product range, Axe antiperspirants.... more