AXE has always told memorable stories about guys getting girls. Lots of girls. But what about THE girl? We gave THE girl a name: Susan Glenn.

With an ambitious seeding program we embedded the name in pop-culture. Then with a single film AXE took credit for this phenomenon. This led to a digital/mobile experience allowing guys to declare their own Susan Glenns. Not only did the campaign turn around the at times chauvinistic perception of AXE, it turned around the brands sales numbers beating their goals for the year. Proving anything is possible when you Fear No Susan Glenn.