Unilever's Axe Proximity brand of anti-perspirant is sponsoring branded content on interactive-TV. The effort which is handled by New York-based Brightline, an iTV company, is the seventh such
program Brightline has done for Proximity, per the agency, which says Unilever has used them for the past five years.
The digital content is carried on IFC Free On-Demand, Verizon FiOS
and Time Warner.--Karl Greenberg