Unilever ‘Clicks’ with College Students Over Axe Clix
First, the premise: Unilever introduced Clix, a line extension of the popular Axe body spray for men, with a TV ad in which the ultra-dreamy Nick Lachey uses a handheld clicker to keep track of all of the women he “clicks” with. Dreaminess notwithstanding, Lachey gets far fewer clicks than an ordinary Joe who happened to be wearing his Axe Clix spray.
The mission: extend the clicking phenomenon and bring the campaign to life while activating a sponsorship of a Ludacris concert tour. Axe kicked it off by seeding college fraternities with their own supply of clickers and staging “Hit Your Numbers” parties on campus.
Ludacris’ video for the song “Money Maker” featured the clicker, and the artist sported a diamond-encrusted version during media interviews and other TV appearances to promote his concert tour. (Axe made it worth his while to talk up Clix by donating to Ludacris’ nonprofit foundation for every brand mention on the air.)
Once Ludacris hit the stage, the clicker also played prominently in the presentation for “Money Maker.” Meanwhile, the brand’s Axe Angels doled co-branded Clix/Ludacris towels to concertgoers. The partnership also extended through Ludacris’ CD release party in New York City, which generated additional press coverage, and the brand got one of its interns to write a story for Rolling Stone about a month on the road with the singer.
The results: Clix became one of the top-selling products in the brand portfolio and realized trial and repeat sales that exceeded those for other line extensions.