Bras, Panties, Aprés Ski, AXE and Adbloc

AXE Bra & Panty TreeUnilever’s popular AXE brand has launched a multi touch-point campaign at Canadian ski areas in partnership with Adbloc Media. The backbone of AXE’s campaign is the placement of more than 1,000 AXE Adbloc faces on chairlifts at 10 of Canada’s top ski areas, but, in keeping with the AXE culture, the Adbloc chairlift safety bar ads are supported by cheeky singles-line signage and what may be the first ever sponsorship of a Bra and Panty Tree.

Peter Machalek, Adbloc’s senior partner, commented “AXE loved that their target audience would spend more than 7 million minutes captive in a chairlift with the AXE message unavoidably in-their-face. They also appreciated that we can hyper-target a young male-skewed audience by selecting specific chairlifts and ski areas to maximize their return on investment.”

“AXE is always looking for new, innovative ways to reach our guy,” says Kyle Marancos, Senior Brand Building Manager at Unilever Canada. “We know that the ski hill is a place where guys and girls spend time together and the après ski culture is a natural fit for AXE. Our creative at the ski hill does a great job of getting the AXE brand out there, while sparking conversation between guys and girls.  Adbloc Media worked collaboratively with our team to develop and execute a great campaign.”

Joakim Edlund 25, a Banff resident snowboarding at Mt. Norquay, Alberta noted excitedly “I have seen many bra and panty trees in my ski travels but this is the first one that has been sponsored. I will think of AXE whenever I see another one. I made sure my girlfriend fed the tree!”

Adbloc Media has a national network of 16,000 faces at Canada’s top ski areas. The ads are strategically placed on the chairlift safety bar engaging an absolutely captive premium audience during the 7 minute chairlift ride.

Creative for the campaign was developed by Crispin Porter + Bogusky, while Media was managed by Mindshare Canada.

See the attached link if you aren’t familiar with bra and panty trees: