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Axe to Sponsor Hamptons Night Club

Axe to Sponsor Hamptons Night Club
Advertising
Laura Feinstein
  • 27 may 2009

Axe, makers of sprays and body wash aimed at men ages 17-24 internationally, will be embarking this summer on a questionable new project- creating a season-long Axe themed nightclub inside the Hampton’s New York club Dune.

The club will feature Axe products in the restrooms, Axe themed drinks, and what a PR rep for the company described as “subtle branding” on the DJ Booth, menu, and valet tickets. When asked why Axe is taking on such a chancy endeavour (their main demographic has been hit the hardest by the recession, and it’s been remarked that many are unable to visit the Hamptons this summer)  Michael Heller of Talent Resources explained that Axe is a lifestyle brand, not just a product “Axe is all about the mating game, and the best place for a mating game is at a nightclub.”

This isn’t Axe’s first forray into nightlife sponsorship. At this year’s Sundance Film Festival they created a similiar pop-up nightclub, Axe Fix, for only a few nights. However, the event was successful enough to embolden Axe to embark on this summer wide venture despite controversy and recent protests about the messages Axe is perceived to send to young men about how to treat women through their marketing efforts. Axe is currently owned by Unilever, which also sponsored Dove’s Campaign for Real Beauty, and a line of skin lightening products marketed in South Asia, and hopes this pop-up will increase visibility for the Axe brand.

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