Unilever's Axe men's brand has a new online ad campaign urging college students to conserve the Earth's water without making a huge sacrifice, by "showerpooling" -- showering with a friend, or "an attractive stranger." "This is a cute, irreverent way to communicate what is really a significant message: water conservation," says Rob Candelino, VP of marketing for U.S. skin care at Unilever.