AXE Shower and COMEDY CENTRAL® Digital Collaborate to Launch a New Digital Series: the "Axe Dirtcathlon"

Comedian Rob Riggle Hosts The Reality Style Series That Proves "The Cleaner You Are, The Dirtier You Get"

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May 05, 2011, 02:59 ET

NEW YORK, May 4, 2011 /PRNewswire/ -- AXE Shower and COMEDY CENTRAL Digital have teamed up to develop the AXE Dirtcathlon – a four-part Web series pitting coed teams against one another other in crazy challenges designed to get them as messy as possible within 90 seconds. The series, hosted by actor/comedian Rob Riggle, will launch today on www.axedirtcathlon.com. The AXE Dirtcathlon will be showcased on COMEDY CENTRAL's Atom.com website and will also be featured on ComedyCentral.com, Spike.com, Jokes.com, and other Viacom-owned properties.

To view the multimedia assets associated with this release, please click: http://multivu.prnewswire.com/mnr/axedirtcathlon/50132/

(Photo: http://photos.prnewswire.com/prnh/20110504/MM95000 )

"As a guy, I can appreciate the fun in getting a little dirty. As a comedian, watching others get dirty and making fun of them while doing it provides all the enjoyment I need!" said Riggle. "Check out the AXE Dirtcathlon – you've got guys and girls competing in challenges where they start out clean and end up pretty dirty. Plus, I am there to add my incredibly poignant commentary – what more could you want out of the Internet!?"

Each episode of the Dirtcathlon pits four guy and girl teams against each other in challenges ranging from the "Art Smear," where contestants use every part of their bodies to recreate a work of art to "Taxi Dash," where the teams help each other get dressed in the back seat of an erratically driven taxi cab. Riggle, along with his co-host, comedian Owen Benjamin, provide a colorful play-by-play analysis as the coeds face off in each fast-paced, hilarious competition. There is a lot at stake in the outcome -- the Dirtcathlon contestants are competing for a chance to get extra dirty and win a trip to Spain to participate in an enormous tomato fight.

To be or not to be... Dirty?

In addition to the Dirtcathlon series, AXE has launched Dirty Dilemmas, an online game asking players to make difficult decisions between two challenging scenarios: direct a dirty movie or star in a dirty movie? Shower on live television or shower in prison?

After making their choices, players can share answers with their buddies, predict how others would have answered the same questions and even submit Dirty Dilemmas of their own. The more contestants play on AXEDirtyDilemmas.com, the more points they earn towards winning great AXE Shower Gel prizes.

A New Look for 2011

The Dirtcathlon, Dirty Dilemmas and the new tagline, "The Cleaner You Are, The Dirtier You Get" are all in support of the AXE Shower re-launch in which the brand has redesigned its look and feel for 2011. With a new, click-to-open cap that can be easily used with one hand and a more modern bottle design, the futuristic look distinguishes AXE shower gel from all the rest. In addition, select shower gels will now feature enhancements in fragrance and color to help guys look, smell and feel their best.

About COMEDY CENTRAL

COMEDY CENTRAL, the only all-comedy network, currently is seen in more than 98 million homes nationwide. COMEDY CENTRAL is owned by, and is a registered trademark of, Comedy Partners, a wholly-owned division of Viacom Inc.'s (NYSE: VIA and VIA.B) MTV Networks. COMEDY CENTRAL's Internet address is www.comedycentral.com. For up-to-the-minute and archival press information and photographs visit Press Central, COMEDY CENTRAL's press web site at www.comedycentral.com/press. Follow us on Twitter @comedycentralpr for the latest in breaking news updates, behind-the-scenes information and photos.

About AXE

AXE, a leader in men's care, 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 deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant bodysprays, AXE is the largest men's deodorant brand in the U.S.

The brand's mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.

About Unilever North America

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 180. 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 the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Omo, Pond's, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Suave, TIGI, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2010. For more information, visit www.unileverusa.com, www.unilever.ca, or www.unilevercaribbean.com.

CONTACTS:

AXE
Michael Kingston
212.704.8101
[email protected]

UNILEVER
Heather Mitchell
201.894.4652
[email protected]

COMEDY CENTRAL Digital
Aileen Budow
212.767.3952
[email protected]

SOURCE Unilever North America