The Axe Apollo space campaign was a private space venture which planned to provide

sub-orbital spaceflight A sub-orbital spaceflight is a spaceflight in which the spacecraft reaches outer space, but its trajectory intersects the atmosphere or surface of the gravitating body from which it was launched, so that it will not complete one orbital re ...

for 23 people on board the Lynx, a spacecraft still in development at the time of the launch of the venture. It was initiated as part of a

marketing campaign Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...

by advertising firm Bartle Bogle Hegarty (BBH) London to promote the Axe Apollo line of the men's deodorant brand

Axe An axe ( sometimes ax in American English; see spelling differences) is an implement that has been used for millennia to shape, split and cut wood, to harvest timber, as a weapon, and as a ceremonial or heraldic symbol. The axe has ma ...

. If the venture pushed through it would have accomplish milestones; such as the first spaceflight of nationals from Egypt, Norway, Philippines, and Thailand, as well as the first spaceflight by a

Black Black is a color which results from the absence or complete absorption of visible light. It is an achromatic color, without hue, like white and grey. It is often used symbolically or figuratively to represent darkness. Black and white ...

South African. However the plan of Unilever to send people to space did not push through due to

XCOR Aerospace XCOR Aerospace was an American private spaceflight and rocket engine development company based at the Mojave Air and Space Port in Mojave, California, Midland International Air and Space Port, Midland International Air and Spaceport in Midland, T ...

, the developer of the Lynx going bankrupt in 2017.

Background

British–Dutch company

Unilever Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy dri ...

initiated a

on 9 January 2013 which promised to provide

to 22 people on board the Lynx spacecraft of

which was still under development at the time of the promotion. The campaign is intended to advertise the Axe Apollo, a new product under the men's deodorant brand

(which is also known as Lynx in Australia, New Zealand, Ireland, and the United Kingdom). The deadline to enter was on 9 February 2013. The involvement of astronaut

Buzz Aldrin Buzz Aldrin (; born Edwin Eugene Aldrin Jr.; January 20, 1930) is an American former astronaut, engineer and fighter pilot. He made three spacewalks as pilot of the 1966 Gemini 12 mission. As the Lunar Module ''Eagle'' pilot on the 1969 A ...

as an endorser of the campaign was noted to have given legitimacy to Axe's sub-orbital spaceflight bid. The campaign for the brand meant for a male demographic also received allegations of sexism although women were also eligible to enter Axe's competition.

Marketing

The bid to give tickets to 22 people for sub-orbital spaceflights on the Lynx was part of a marketing campaign by the London office of advertising firm

Bartle Bogle Hegarty Bartle Bogle Hegarty (BBH) is a British global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New York City, Singapore, Shanghai, Mumbai, Stockholm and Los Angeles ...

(BBH) to promote the "Axe Apollo", a new product under Unilever's men's deodorant line

. For its local campaign in the United States, Unilever aired a promotion for its space campaign at the

2013 Super Bowl Super Bowl XLVII was an American football game between the American Football Conference (AFC) champion Baltimore Ravens and the National Football Conference (NFC) champion San Francisco 49ers to decide the National Football League (NFL) champi ...

Selection process

Initial selection contest

On 9 January 2013 the "Axe Apollo Space Academy" (AASA) contest was launched in collaboration with American astronaut

to determine the 22 people Unilever would be given

s on board the Lynx. The competition was opened to both male and female aspirants in at least 60 countries, where people could enter either through social media or by entering promo codes from purchasing Axe products. Contestants entered by a writing an essay about why they think they deserve to be selected as one of the winners of the campaign, while other participants voted for the contestant of their choice.

Shortlisting of entries

107 individuals coming from 60 countries were shortlisted from the campaign's competition entrants. The 107 people underwent four-day training camp at a facility at the

Kennedy Space Center The John F. Kennedy Space Center (KSC, originally known as the NASA Launch Operations Center), located on Merritt Island, Florida, is one of the National Aeronautics and Space Administration's (NASA) ten field centers. Since December 1968 ...

Florida Florida is a state located in the Southeastern region of the United States. Florida is bordered to the west by the Gulf of Mexico, to the northwest by Alabama, to the north by Georgia, to the east by the Bahamas and Atlantic Ocean, and to ...

which was dubbed as the "Axe Apollo Space Academy" for marketing purposes. The contestants underwent tests on mental aptitude, physical fitness, and air combat. The selection process had variations; with some entrants in direct competition with other entrants from their own country while some did not. The winners of the campaign was selected by a panel led by Buzz Aldrin.

Winners

Planned flights

Winners of the campaign would be flown to space one at a time on board the Lynx aircraft, which had a planned capacity of two crew members; one each for the pilot and another passenger. Space Expedition Curaçao would have operated the flights, which would have reached an altitude of . The launch site of the spacecraft would be a runway in Curaçao. The plan was for the flights to take place as early as 2014.

Aftermath

The flights under the Axe Apollo program never took place. As of 2015, Unilever said that it remains in contact with

, the developer of the Lynx spacecraft. However XCOR folded in 2017, and the development of the Lynx spacecraft was never completed. Consequentially, other prospective

space tourists Space tourism is human space travel for recreational purposes. There are several different types of space tourism, including orbital, suborbital and lunar space tourism. During the period from 2001 to 2009, seven space tourists made eight s ...

outside the Axe campaign who bought tickets to fly on the Lynx were not able to board the spacecraft. Unilever also acknowledged trademark infringement after launching the marking campaign offering $350,000 to the state commission that runs the U.S Space and Rocket Center in Huntsville, Alabama, owners of the "Space Camp" trademark. The commission's board rejected the offer calling it "unacceptable" instructing its attorney to continue negotiation "to find a compensation figure both sides can accept". Past "Space Camp" licensing agreements have been valued at $1.5 million.

References

{{reflist Super Bowl commercials Projects established in 2013 2013 in spaceflight Advertising campaigns XCOR Aerospace Unilever Cancelled space missions Commercial spaceflight Suborbital human spaceflights