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Brief Published: 15 Jan 2013

Axe Apollo Space Academy


Axe, the cheeky brand of men’s fragrance and personal care products from Anglo-Dutch brand Unilever, has introduced a contest to launch its consumers into space. Literally.

In partnership with California-based space tourism company SpaceX, the Axe Space Academy Sweepstakes invites contestants from 60 countries to enter to win a once-in-a-lifetime trip into space on the XCOR Lynx, an aircraft built for suborbital travel.

Interested parties can submit an essay online detailing their space-worthy merit. The essays with the most votes in each participating country (as voted by the general public) will be selected to proceed to the next stage of the competition. These contestants will compete in “space simulation challenges” at the Axe Global Space Camp in Florida.

Based on their performance during these gruelling exercises, 22 competitors will win the coveted prize and be flown 62 miles above the earth on the Lynx.

Riding off the back of Austrian energy drink Red Bull’s Stratos project with fellow daredevil Felix Baumgartner, Axe is similarly aligning itself with fun, danger and adventure. The brand has even acquired legendary US astronaut Buzz Aldrin as a spokesperson.

Axe’s contest is also an example of how brands are striving to provide more outrageous, unforgettable experiences that inspire consumers. This experiential-leaning advertorial trend was also noted in Stylus’ Wired 2012 event report. 

For more details on the Lynx aircraft and other commercial advances in space travel, see Stylus’s Space Tourism report and XCOR Aerospace on The Thread. 

Axe Apollo Space Academy