'Exposing The Order of The Serpentine' Sheds Light on Hook Ups on Spike TV Thursday, February 23

'Exposing The Order of The Serpentine' Sheds Light on Hook Ups on Spike TV Thursday, February 23

Half-Hour 'News Expose' Sponsored by AXE Shower

CHICAGO, Feb. 20 /PRNewswire/ -- Unilever/AXE Shower today announced that "Exposing The Order of The Serpentine" will air on Spike TV Thursday, February 23 at 9:30pm ET/PT. The 30-minute show reveals The Order of The Serpentine, a sacred brotherhood dedicated to helping guys move beyond the shame of questionable hook ups. This special "news expose," produced by MindShare Entertainment in association with Marobru Productions, is timed to coincide with a new AXE Shower offering called Snake Peel Shower Scrub.

"The idea for a show grew from the insight by Unilever ad agency Bartle Bogle Hegerty around the insight that guys want to shed their shame," said David Rubin, AXE brand development director. "We've produced another way for AXE to connect with our target -- in the entertainment space." Recently, AXE also produced a reality-based show on MTV called "The Gamekillers."

In the show, hard-hitting "journalist" Rex Masters investigates the existence and inner-workings of The Order of The Serpentine. The Order was founded centuries ago when the Order's creator "shed his shame" for the first time. Masters examines the guilt guys feel as a result of questionable hook ups, and shows how and why such shame ultimately drives members to join this underground society.

"We knew that to reach young guys we had to use humor, so the 'news expose' creative concept fit with our objective," said David Lang, senior partner and director of programming, MindShare Entertainment, who spearheaded the project. "Having the resources and experience allowed us to create compelling entertainment that speaks right to AXE Shower's target."

The show first premiered to young Hollywood VIPs at an exclusive party hosted by "distinguished member" Jeremy Piven. Grammy-nominated rapper Common, Jessica Biel, Bradley Cooper and Donald Faison were a few of the guests who caught the premiere.

Viewership of the show, "Exposing The Order of The Serpentine," is supported by print media, national radio, college campuses, the Web, and wall murals in select cities.

Unilever/AXE

While AXE is best known for its deodorant bodyspray, the Unilever- manufactured brand also is available in an anti-perspirant, deodorant and a shower gel. AXE currently is the No. 1 men's deodorant, and the shower gel, launched in 2005, reached No. 1 status five months after hitting shelves. The brand's mission is to help guys get the girl with fragrances that reflect individual personality and lifestyle. AXE products are sold in North America at food, drug and mass outlets with a suggested retail price of $3.99.

MindShare Entertainment

MindShare Entertainment, a unit of MindShare Worldwide, is a specialized entertainment development and production company that is part of the GroupM network of media agencies owned by WPP. MindShare Entertainment has produced a number of successful programs created specifically for clients including the highly-rated summer television series "The Days" and made-for-television movies. The unit also has helped clients maximize media investments with unique programming partnerships and product tie-ins.

Bartle Bogle Hegarty

Bartle Bogle Hegarty is an advertising agency located in New York City, with a global reputation for highly effective strategic and creative integrated brand communications. Clients include Levi's, Axe, Vaseline, Dyson, All, British Airways, EDS, Johnnie Walker, Gold Toe Socks, Smirnoff Ice and Sony Ericsson. More information is available at http://www.bartleboglehegarty.com/ .

Spike TV

Spike TV is available in more than 89 million homes and is a division of MTV Networks. A unit of Viacom (NYSE:VIA)(NYSE:VIA.B), MTV Networks is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 100 channels worldwide, owns and operates the following television programming services -- MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, with all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 95 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

Contact: Melanie Strah
Edelman for AXE Shower
312-297-7516
melanie.strah@edelman.com

Source: Unilever/AXE

CONTACT: Melanie Strah of Edelman for AXE Shower, +1-312-297-7516, or
melanie.strah@edelman.com

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