Axe's "showerpooling" ads advise against bathing alone

09/17/2012 | USA Today

Unilever's Axe brand is suggesting the practice of "showerpooling" -- showering with a friend or "an attractive stranger," supposedly to save water -- in online ads running on the brand's Facebook page, YouTube, and "The idea of showerpooling with strangers to save water is so over the top, you can't take it seriously," says consultant Laura Ries. Consumer psychologist Kit Yarrow is impressed: "As a marketing tool, it's brilliant."

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