Unilever Stays Cool For Deodorant's August Launch

05/9/2002 | Advertising Age (tiered subscription model)

Unilever has invested $90 million in a marketing campaign to introduce Axe aerosol spray deodorant in the U.S. and Canada, reports say. The new product is expected to become the leading men's deodorant brand worldwide, according to company executives. The company is looking to surpass rival Procter & Gamble in the antiperspirant/deodorant category, industry observers say.

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