Rap Icon T.I. Performs Secret Show to Celebrate Return and Kicks Off AXE Music 'One Night Only' Concert Series

NEW YORK, Aug. 17 /PRNewswire/ -- AXE, the iconic men's care brand, launched its "One Night Only" concert series last night with acclaimed rapper T.I., who took the stage for an intimate secret show performing in front of lucky fans and tastemakers at New York City hot spot Capitale in China Town. Marking T.I.'s highly anticipated return to the stage, the show was filled with surprise appearances from artists B.o.B., Keri Hilson and Swizz Beatz, and T.I. debuted tracks from his soon to be released album, "King Uncaged."

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To create the excitement and anticipation of the "One Night Only" experience, exact concert details remained undisclosed and were revealed in stages just before the actual event. T.I. teased his performance on his official fan site (www.trapmuzik.com) in the days leading up to the show, but the official facts – including the venue, date and time – were not revealed until hours before the show on AXE social media platforms (www.facebook.com/axe or www.twitter.com/axe).

"AXE is known for delivering unexpected and memorable experiences that help bring guys and girls together," said Mike Dwyer, AXE marketing director. "The 'One Night Only' concert series delivers in signature style by partnering with some of today's top artists to headline secret, exclusive shows that promise to be unforgettable."

Get In On the Secret

Building on the launch show's success, the AXE Music "One Night Only" concert series will hit the road with additional secret shows across the country. Music lovers who want to track down the upcoming performances should follow AXE on Facebook and Twitter for the official "reveal" of information.

Fans everywhere can also follow the action, view exclusive backstage interviews and enter the "One Night Only" Sweepstakes at www.theaxeeffect.com/music. Three lucky winners will receive a "Rockstar Flyaway" package, which includes travel and accommodations for four to attend one of the remaining concerts. Additional prizes include tickets to the remaining "One Night Only" shows and autographed band and "One Night Only" merchandise.

A Rockstar Fragrance

The "One Night Only" concert series celebrates the launch of AXE Music, the newest AXE product line featuring a bodyspray, shower gel and shampoo. Developed with the help of world-renowned fragrance experts, the AXE Music fragrance is a tribute to past and present music legends. The scent contrasts youthful, fruity and aromatic notes with sexy leather undertones and edgy wood accords. The AXE Music product line is available at most food, drug and mass retail outlets in the men's grooming aisle, and has a suggested retail price of $4.99 for the deodorant and bodyspray, $3.99 for the shower gel and $4.97 for the shampoo.

About AXE

AXE 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 antiperspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, which AXE does not offer, and achieved this status only seven years after launch. 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 works to create a better future every day.  We 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.  Each day, around the world, consumers make 160 million decisions to purchase Unilever products. 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, Hellmann's, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline.  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 2009.  For more information, visit www.unileverusa.com.

SOURCE Unilever/AXE