Recently, AXE, a Unilever brand announced its “biggest and most ambitious” marketing campaign to date. To create buzz around its Axe Apollo sub-brand, it is planning to send 22 people into space through an elaborate 60-country marketing campaign. 

If the experience of Red Bull, with its audacious space jump watched by 8m simultaneously on youtube is anything to go by, Axe too stands to gain tremendously from the excitement that …

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