Marketing and all things related

Get ready for Spring Break. This year, as in years past, students will die from alcohol poisoning or drunken driving, girls will be raped, and advertisers will seek to build long-term brand relationships with adolescents. And we’re not talking about passing out branded tee shirts at the beach, either. According to The New York Times (free registration required) Unilever has a $ 2 million Spring Break advertising campaign planned for Axe deodorant.  The campaign begins with Axe-sponsored parties called "Axe Boot Camp: Spring Break Readiness '06." Beach hotels in Spring Break territory will have Axe logos on room keys, and Axe posters in lobbies and elevators. Guest rooms will be stocked with Axe shower gel, Axe shower curtain, and Axe pillowcases. "This is the first time that we're trying to capture the emotional territory as well as the physical space," said David Rubin, the director of brand development for Axe. "It's a tough place to break through, and consumers have a lot of things going on. It's about having an idea and having an idea be relevant." Marketing Blurb is speechless. On the plus side, many these students will actually shower when they return to campus.