Unilever Takes ‘Axe’ to Mag Rack


Mag Rack signed up Unilever NV's “Axe Unlimited” toiletries line as the exclusive on-air sponsor of the on-demand network's "24seven gamer" program category.

The deal, terms of which were not disclosed, marks the first time an advertiser will use the service to reach a target audience: young men.

During April and May, Unilever will promote a pair of Axe products, flanking every 24seven gamer segment with a 30-second commercial. Additionally, Axe Unlimited will gain immersive placement within the content, according to Mag Rack officials.