The tournament, which kicks off today (11 June) in South Africa.
Unilever says it wants to continue the tradition of “providing an Axe and Lynx point of view on major cultural events relevant to its male customers” by featuring girls celebrating goals.
The “patriotic posters” have been created by BBH for some of the competing nations in the tournament and aim “to latch onto and evoke the nations pride during the finals.”
Unilever says: “The posters capture an infamous celebration known throughout the football community, one that crosses cultures and can be understood whatever the language. Hopefully, if guys use Axe or Lynx during the tournament, it will be the girls that will be celebrating.”
Lynx recently unveiled a mobile campaign called “Get In There” aimed at making girls look, laugh and respond. It features a toolkit of tips tricks and apps offering everything guys need to get offline and “Get In There” with the girls.
Meanwhile, E.ON says it has calculated ways to cut costs during the tournament and ensure armchair fans get their homes to optimum ‘energy fitness’.It claims that householders across the country could save almost £1.4m by simply watching the team’s debut with family and friends, or at the pub.
Convenience store chain SPAR International has launched a website entirely dedicated to football in the run up to the World Cup. It will highlight special offers for consumers and provides tips on the ideal food and drink solutions for those watching the World Cup and celebrating, either at home or in the stadium.