AXE® to send a Canadian man to space with Apollo Campaign

Canadian victor announced in AXE Apollo contest

TORONTO, Dec. 10, 2013 /CNW/ - AXE® is going where few have gone before by giving one Canadian the ultimate out-of-this-world experience: a trip to space. Earlier this year, AXE announced an epic, worldwide contest giving 22 guys and girls the opportunity to go to space, with a seat saved for one Canadian. The soon-to-be astronaut has been chosen.

There's no bigger hero than an astronaut and Theo Abbaci from Montreal, Québec, achieved hero status by first garnering the top votes across Canada in the AXE Apollo™ competition and then coming out the victor in the AXE Global Space Camp to win his ticket to space. "I'm so excited for this once in a lifetime opportunity," says winner Theo Abbaci. "My week at Space Camp was one of the best weeks of my life and I can only imagine what the real experience in space will be like!"

In the biggest product launch in its 30-year history, AXE earlier this year asked guys and girls from 60 countries in 45 languages around the globe to sign up for a chance to win a trip to space by creating an astronaut profile on and telling the world why they deserve to go to space.

There was intense competition, with entries and votes pouring in across the country. Canadians were incredibly positive about the contest and the opportunity to go to space. To get attention and votes, one guy out west pledged to wear a space suit for the duration of the contest. Another guy out east created video, funny memes and games to get attention and secure more votes. "Our fans really ran with this contest, we were and still are thrilled with the level of interest and excitement," says AXE Canada Brand Building Manager Kyle Millar.

The two Canadians, with the most eligible votes, were chosen and won spots at the AXE Global Space Camp in Orlando, Florida where the final 22 space travelers were selected based on competitive space-simulation challenges.

AXE, known as LYNX in some parts of the world, with Space Expedition Corporation has secured the 22 seats aboard the suborbital spacecraft, aptly named, the Lynx. SXC, led by CEO Michiel Mol, operates XCOR Aerospace's Lynx suborbital space plane that will take passengers more than 100 kilometers into space, achieving astronaut status.

For those wanting to enjoy an out-of-this-world grooming experience the full line of AXE Apollo™ products are available in store across Canada. The collection includes Body Spray, Deep Space Shower Gel, Apollo Shower Gel, Shampoo & Conditioner 2-in-1, Deodorant and Anti-Perspirant is available online at and major retailers where AXE is sold. For more information visit or

About AXE:
AXE, a leader in men's grooming, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever manufactured brand is available in a line of body sprays, deodorant and anti-perspirant sticks, shower gels and hair care products.  AXE is the No. 1 men's grooming brand in Canada, excluding razors. For more information, visit or

About Unilever Canada
Unilever is one of the world's leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 190. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In Canada, the portfolio includes brand icons such as: Axe®, Becel® Ben & Jerry's®, Breyers®, Clear®, Degree®, Dove® personal care products, Hellmann's®, Klondike®, Knorr®, Lipton®, Magnum®, Nexxus®, Popsicle®, Q-Tips®, Simple®, Skippy®, St. Ives®, TRESemmé®, and Vaseline®. All of the preceding brand names are owned or used under license by Unilever Canada Inc. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 1,600 people across Canada. For more information, visit

Unilever's ambition is to double the size of our business, whilst reducing our overall environmental impact (including sourcing, consumer use and disposal). We are also committed to doing what we can to improve health, nutrition and hygiene, with a target to help more than a billion people take action to improve their health and well-being, as well as sourcing all our agricultural raw materials sustainably by 2020. All of these goals are itemized in around 60 time-based commitments in our Unilever Sustainable Living Plan.

Space Expedition Corporation (SXC)
Space Expedition Corporation (SXC) will offer daily commercial flights into space as of 2014 on the XCOR Aerospace's Lynx suborbital reusable launch vehicle. Participants will have a life-changing experience when viewing our planet Earth from 100+ kilometers and achieving astronaut status.  The Lynx is a two seat fully reusable space plane that is designed and built by XCOR Aerospace (XCOR). SXC is the launch customer of this space vehicle that comfortably takes off and lands as a normal airplane from regular airports. The Curacao airport in the Caribbean will most probably be the first location - and first purely commercial Spaceport - outside the USA. The flexibility of the Lynx spacecraft makes it possible to operate from almost any commercial airport. XCOR and SXC have sold over 200 flights to date. The Lynx's full reusability ushers in a new era for the aerospace industry, potentially foreshadowing future superfast long range environmentally friendly travel outside our atmosphere. It is this vision that made KLM airlines decide to offer a partnership to SXC in 2010. The company is led by CEO Michiel Mol who has a strong international track record in IT (founder LBi), Formula 1 (founder Sahara Force India Formula 1), and Marketing (founder Guerilla Games) among other pursuits.


For further information:

Alana DeGuerre
Harbinger | AXE
416.960.5100 ext. 265

Stephanie Bateman
Harbinger | AXE
416.960.5100 ext. 280

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