Interest One Piece to Pitch AXE Body Spray, Soap in Japan
posted on 2011-07-20 02:00 EDT by Egan Loo
The Japanese arm of the international conglomerate Unilever is bundling exclusive One Piece figures with AXE Fragrance Body Spray and Body Soap for a limited time in Japan. The campaign will begin next Monday and will run throughout Japan while supplies last.
Unilever introduced AXE Fragrance Body Spray in Japan in March of 2007, and it has been targeting young males with an aggressive yet humorous campaign similar to those in other countries. Since this past spring, its current marketing slogan has been "Go Direct ~ Koi o Shiyou. Ii Kaori de." ("Go Direct~ Fall in Love. And Have a Nice Odor.")
In keeping with its focus on young males for AXE, Unilever Japan is bundling nine One Piece figures: Luffy, Zoro, Nami, Usopp, Sanji, Chopper, Franky, Robin, and Brook.
Schick launched a similar One Piece marketing campaign for its razors in Japan last summer. It aimed its shaving foam and razors at males in their teens and twenties with One Piece art on its packaging and free gifts. It relaunched the campaign this summer also.
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